Although other sponsors (Tag Heur, Accenture, AT&T, Gillete) have reduce some or all ties with embattled golfer Tiger Woods, Electronic Arts has decided to remain the course.
EA will release Tiger Woods PGA Tour On line by the finish of January, in a show of help for the world’s greatest punching bag. Featuring Woods on the cover, the most current title will run on Mac and Computer and be readily available to stream straight from the net.
The game sounds exciting, but considerably of yesterday’s weblog post from EA Sports President Peter Moore focused on the selection to stick with Tiger: “”This selection will no doubt develop some interest and additional speculation about Tiger Woods, and about his partnership with sponsors. With that in thoughts, I want to shed some light on why EA SPORTS has decided to continue with Tiger on the masthead of this game.
Our partnership with Tiger has constantly been rooted in golf. We did not kind a partnership with him so that he could act as an arm’s length endorser. Far from it. We chose to companion with Tiger in 1997 for the reason that we saw him as the world’s greatest, most talented and thrilling golfer.
We struck that partnership with the assumption that he would stay close to or at the top rated of his sport for years to come. By his personal admission, he’s produced some errors off the course. But regardless of what is taking place in his private life, and regardless of his selection to take a private leave from the sport, Tiger Woods is nonetheless 1 of the greatest athletes in history.
At EA SPORTS, we make genuine sports simulations. When we say “”It is in the Game””, it is not just a tag line but a statement about the high quality and authenticity of the game expertise. Tiger Woods PGA TOUR On line is really representative of that rallying cry, and a game that all of us at EA SPORTS are proud to be delivering this month to sports console gaming fans about the globe.
“” A couple of observations: EA did not have considerably of a selection with this 1. Positive, they could have changed the title. But Moore says the game has been in closed beta for eight months, with more than 75,000 persons involved. They have been currently all-in on this 1, creating it extra complex to alter the cover athlete than maintain it the similar.
That is not commonly the case, but it is diverse with Tiger, who’s head and shoulders above every single other golfer in the globe. Had the scandal hit six months earlier, EA could have spent time on a new approach… in this case, there was also tiny time and also considerably else to do. Moving forward, it will nonetheless be tough to reduce ties with Woods. As I pointed out, Woods is on one more level when it comes to golf.
He does not win every single week and even struggles from time to time, but Tiger is nonetheless hands-down the greatest golfer on the planet. Whilst they may perhaps favor to reduce Woods loose, Electronic Arts will have a difficult time obtaining an individual to match his star energy, unless Jack Nicklaus is landing on a throwback title.
The Tiger Woods PGA Tour series has been extremely thriving and could shed sales with a new cover athlete – Padraig Harrington PGA Tour 11 does not really have the similar ring, does it? And he was Player of the Year in 2008. I do not feel EA adjustments the brand unless some thing even crazier emerges, and that brings me to my subsequent point: For this variety of sponsor, private life does not matter.
It should not hurt EA considerably to maintain Woods. This is actually the most important point Moore was attempting to make. For EA, their partnership with Tiger is primarily based on his potential as a golfer. And it tends to make sense, suitable, because their solution is a golf game. Everybody shopping for the game enjoys golf to some degree, in spite of the truth that numerous have been drawn to the sport by Tiger in the initial spot.
Lots of these persons will ignore actual-life golf despite the fact that Woods requires his leave of absence, ahead of returning to watch when he at some point returns. Fans of golf – video game, actual or each – associate Tiger with the sport and care tiny about his private life.
Positive, the casual gamer may perhaps not invest in the title, but I doubt the scandal has a large influence on sales. With that mentioned, the guidelines are diverse for a organization like Accenture. While EA hired Woods for his golf game, Accenture paid for his image. Yes, that image consists of Tiger’s function ethic and on-course abilities, but they count on model behavior away from the game. Just feel about the brands and what they stand for – EA is “”in the game,”” even although Accenture is constructed on a reputation of higher requirements and robust ethics.
Plus, as a consulting firm, they GIVE Guidance… not actually some thing that performs properly with Tiger’s image these days. When it comes down to it, each and every brand is diverse and not every single Tiger-associated selection is equal. Nike, one more sponsor to remain with Woods, is athletics-primarily based. It tends to make sense that corporations like that would make the similar selection as EA.
Of course, Nike may perhaps want to maintain their “”just do it”” slogan out of Tiger’s advertisements… moving on… It is nonetheless a difficult selection for EA, but it is the suitable 1. When it comes down to it, Electronic Arts could have gone either way with this 1.
There have been factors to reduce ties with Woods and factors to stick with him. But in the finish, EA produced the suitable selection for the extended-term sales of their video game solution. When he’s is back on the course winning majors, Tiger will be like Kobe Bryant, Michael Vick and the other athletes we’ve observed forgiven by the American public. At that point, EA will be quite satisfied with this selection.
The contributor is a game columnist. Participating in numerous sports console game tournaments, he writes articles committed to the original PlayStation video game strategies.