Perhaps time hasn’t run out on Tiger Wood’s marketability after all. The golf legend, whose reputation was severely tarnished after a sex scandal, has landed an endorsement deal with luxury watchmaker Rolex.
The timekeeper seems to be embracing Wood’s struggles as their site calls their relationship “A Partnership for a New Challenge.” It goes on to say “Rolex is convinced that Tiger Woods still has a long carer ahead of him and he has all the qualities required to continue to mark the history of golf. The brand is committed to accompanying him in his new challenges.”
Woods has been an unwelcome brand ambassador since his philandering came to light in late 2009. Since then he’s lost sponsorship deals with Accenture, AT&T, Gatorade, Gillette and Tag Heuer. He’s also suffered major setbacks in his game and is currently 51st in the World Golf Rankings.
Rolex is no doubt hoping Woods can turn back the clock on his career just in time.