Sponsors Stand Behind Tiger Woods

Marketing professor Tim Calkins says the golfer remains a valueable pitch man.

December 3, 2009 | by Brendan Cosgrove

EVANSTON, Ill. --- Companies such as Nike, Gatorade and Electronic Arts are sticking by their endorsement deals with Tiger Woods despite the golfer’s recent domestic troubles. Tim Calkins, clincal professor of marketing at Northwestern University’s Kellogg School of Management, discusses the possible implications of Woods' situation on his viability as a brand.