The saga of golfer Tiger Woods and his relationship with marquee sponsor Nike provided an excellent case study for researchers at the Carnegie Mellon University’s Tepper School of Business, as they successfully quantified the real-market impacts of his celebrity endorsement from inception to scandal — as they correspond to a single, critical consumer product for the sport — golf balls.

The research was conducted at the Tepper School of Business by Kannan Srinivasan, the Rohet Tolani Distinguished Professor in International Business and H.J. Heinz II Professor of Management, Marketing and Information Systems; Timothy Derdenger, assistant professor of economics and strategy; and doctoral candidate Kevin YC Chung. Golf Datatech LLC, a leading provider of retail marketing information for the golfing industry, extended a rich data set for analysis.

“The industry-wide data that was made available and the unique circumstances involving a high-profile celebrity made this an excellent opportunity for us to study the real-economic impact of celebrity endorsement by focusing on a single product,” said Derdenger. “The retail data shows clear movement in sales and brand market share at particular time points that coincide with Woods’ endorsement of Nike products and during the period of negative publicity associated with his personal scandal, which began last year.”

In golf ball terms, the endorsement of Nike products by Tiger Woods, which began  in 2000, resulted in the acquisition of approximately 4.5 million customers and $60 million dollars in profit (in 1997 dollars) for the last 10 years

In the six months following Mr. Woods’ highly-publicized personal scandal, Nike lost approximately 105,000 customers. However, these losses were not gained by other brands as the negative publicity resulted in a net loss to the golfing industry, overall, of $7.5 million in profit.

“Although several major sponsors cut ties with Tiger Woods — Nike did not,” said Derdenger. “So we examined the net effect on Nike’s sales and market share. What we found is that by maintaining their relationship with Tiger Woods, Nike’s overall profit in golf ball sales was $1.6 million greater than it would have been without him.”

“From the findings of this study, which involve one specific product, we conjecture  that similar market impacts have been realized across a full line of golfing equipment, which Tiger Woods was paid $180 million for 10 years (in 1997 dollars) to endorse. Having found that $60 million was recovered in the golf ball sector alone, we project that this would intensify the overall profits and losses across the golfing industry,” added Chung.  ”Although we have found Woods’ continued endorsement to be profitable for Nike, this may not translate into similar results with non-golf related consumer goods — where the celebrity is not inherently part of the enthusiasts community or where his financial success is not directly tied to  the use of the endorsed product,” said Chung.

The study, “Economic Value of Celebrity Endorsement: Tiger Woods’ Impact on Sales of Nike Golf Balls,” was completed in November 2010 and is awaiting publishing.

Despite his public image taking major hits this year, there is one bright spot for Tiger Woods. While he is no longer alone on top of the list, he is at least tied for first place as America’s Favorite Sports Star. Since 2006, this was a title he held solo, but this year, besides another NBA championship, Kobe Bryant can also share in being called America’s Favorite Sports Star, a jump up from the 4th position he was in last year.

Rounding out the top five are New York Yankee Derek Jeter at number 3, up from 5th place; Minnesota Viking Brett Favre at number 4, a leap from his 9th place position last year; and this season’s losing Super Bowl quarterback, Peyton Manning of the Indianapolis Colts at number 5, up from 7th place last year.

These are some of the results of The Harris Poll of 2,227 adults surveyed online between June 14 and 21, 2010 by Harris Interactive.

Looking at the rest of the top ten, LeBron James left Cleveland for Miami and dropped three spots to number 6 on this year’s list while another NBA superstar — but one who no longer plays — Michael Jordan, drops from the 2nd spot on the list to number 7 this year. New England Patriots’ quarterback, Tom Brady, returns to the list after a one year absence at number 8 and the winning quarterback from this year’s Super Bowl, Drew Brees, debuts at number 9. Finally, a NASCAR superstar, Dale Earnhardt, Jr. is at number 10, down from number 8 last year.

Two stars dropped off the top ten this year: another NASCAR legend, Jeff Gordon dropped from number 6 and baseball great, Albert Pujols dropped from number 10 last year.

Different groups have their different favorites. For men, Tiger is still number one, but for women it’s Kobe Bryant. There are also generational differences. Both Echo Boomers (those 18-33) and Baby Boomers (those 46-64) have Kobe Bryant as their number one while Gen Xers (those 34-45) say it is Brett Favre and Matures (those 65 and older) stick with Tiger.

Favorite Female Sports Star

Just like last year, Serena and Venus Williams are number one and number two on the Favorite Female Sports Star list, followed by race car driver Danica Patrick. Perhaps thanks to the World Cup excitement, Mia Hamm moves up from number 5 to number 4 this year, followed by tennis star Maria Sharapova who moves to number 5 from a tie in 6th last year. Next in the top ten is another tennis star, Anna Kournikova at number 6, up from 9th last year. Four newcomers or returning female stars round out the top ten: gold medal volleyball player Misty May, and gold medal winning gymnast and Dancing with the Stars champion, Shawn Johnson, are tied for number 7; at number 9 is women’s basketball star Lisa Leslie; and tied for the 10th spot on the list are two former tennis greats, Billie Jean King and Martina Navratalova.

The four female sports stars who dropped off the list are basketball star, Candace Parker, who was number 4 last year; golfer, Annika Sorenstam, who was tied for number 6; former tennis star, Chris Everett who was number 8, and skater Michelle Kwan, who was number 10.

So what?

Sometimes a sports star is more noted for things they do outside of their sport. Tiger Woods was in the news more for his marital woes and infidelities and his losing tournaments this year, yet he is still at the top of the list, albeit in a tie. Shawn Johnson was in the 2008 Olympics, but appearing on Dancing with the Stars helped bring her top-of-mind and spur her onto the list of favorite female stars this year. Regardless, the list of one golfer, three basketball stars, one baseball player, four quarterbacks, and one race car driver truly represents some of the greatest in their respective sports.

Methodology

This Harris Poll was conducted online within the United States June 14 to 21, 2010 among 2,227 adults (aged 18 and over). Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents’ propensity to be online.

All sample surveys and polls, whether or not they use probability sampling, are subject to multiple sources of error which are most often not possible to quantify or estimate, including sampling error, coverage error, error associated with nonresponse, error associated with question wording and response options, and post-survey weighting and adjustments. Therefore, Harris Interactive avoids the words “margin of error” as they are misleading. All that can be calculated are different possible sampling errors with different probabilities for pure, unweighted, random samples with 100% response rates. These are only theoretical because no published polls come close to this ideal.

Respondents for this survey were selected from among those who have agreed to participate in Harris Interactive surveys. The data have been weighted to reflect the composition of the adult population. Because the sample is based on those who agreed to participate in the Harris Interactive panel, no estimates of theoretical sampling error can be calculated.

Atlanta teen golf prodigy, Mariah Stackhouse, can now say sometimes dreams do come true. The 15-year-old golf phenom was surprised today by her favorite golfer, top LPGA player, Christina Kim, who showed up at her North Clayton High School to personally invite her to compete in the first-ever Mojo 6 (www.themojo6.com), a unique golf tournament being held in Jamaica, April 15-16, 2010. Stackhouse, believed to be the youngest player ever to win the Georgia Women’s Amateur Championship in its 80-year history, will compete against the world’s leading female golfers, including Christina Kim, Suzann Pettersen and Paula Creamer.

Stackhouse, who has been playing golf since she was two, has already been compared by many familiar with the game as being the “next Tiger Woods.” Stackhouse also was the 2007 Atlanta Junior Golf Grand Champion and won the 2007 Georgia State Golf Association (GSGA) Girls Championship; and two years ago, scored a 65 in a Southeastern Junior Tour event.

“I’m thrilled to surprise Mariah with the invitation to compete against the world’s best female golfers at The Mojo 6,” said Christina Kim. “The Mojo 6 is poised to start a new era in golf. It was already exciting to participate because of the new format being unveiled. Now, with the addition of Mariah, it’ll truly be a special event. She’s already quite a golfing talent, and is a fantastic representative of the future of women’s golf. I’m sure she has a long career ahead of her, and I can’t wait to see her in action at The Mojo 6.”

Creators of The Mojo 6, Joy Stephenson & Olympic champion Ed Moses offered Stackhouse one of the tournaments highly coveted sixteen (16) spots, stating “When we launched Mojo last year, we wanted it to be about more than creating compelling content, we wanted to create a platform to inspire people to reach for their dreams, and help others do the same. Inviting Mariah to join The Mojo 6 is certainly part of that mission, and we can’t wait to see her play Raceway Golf.”

Stackhouse and 15 top LPGA golfers will be the first to play Raceway Golf (TM) airing on CBS on May 1st and 2nd. Raceway Golf is a new, innovative golf format introduced by Mojo designed to draw out the competitive personalities of LPGA pros through intense showdowns. At The Mojo 6 this spring, the participants will battle Raceway Golf style as they try to knock each other out of the running for the $1 million purse. (*note: Ms. Stackhouse’s winnings, as an amateur, will be donated to charity).

“It’s an honor for Mariah to be invited to compete against some of the world’s top female golfers,” said Ken Stackhouse, Ms. Stackhouse’s father and primary coach. “When the Mojo team contacted us with this idea, the hardest part was not to tell Mariah before the surprise! We just always tell her to do the best she can, and we’re looking forward to going to Jamaica this spring to give Mariah the opportunity to play with the sport’s best athletes.”

Played over two days, this LPGA sanctioned tournament pits 16 players against each other to battle out a series of six-hole matches to crown a winner. “Mojo is working closely with the government of Jamaica, through its Ministry of Youth, Sport and Culture, and Ministry of Tourism, as well as with the LPGA, to make Raceway Golf exciting for the golfing world as well as those who may not have watched golf in the past,” noted Mojo co-founder and president, Joy Stephenson.

Mojo will package The Mojo 6 in Jamaica for broadcast with additional original content that is not typically aired in conjunction with a professional sporting event. Additional coverage is set to include in-depth interviews with players highlighting what it takes to be among the world’s best female athletes, performances by some of Jamaica’s and the Caribbean’s best-known entertainers, and exclusive “behind the scenes” footage of what it takes to stage an international golf event.

As with all Mojo Marketing & Media properties, The Mojo 6 in Jamaica, and all future The Mojo 6 tournaments, will include activities designed to increase awareness about the importance of charitable giving. Since no two markets are identical, this element of each The Mojo 6 tournament will reflect the unique character, needs and opportunities for charity involvement of its host market.

Additional footage and information about The Mojo 6 is available at www.themojo6.com including a roundtable discussion about the event featuring Paula Creamer, Christina Kim and Suzann Pettersen.

Gillette [PG] and EA SPORTS(TM), a label of Electronic Arts Inc., announced the Second Annual “Gillette – EA SPORTS Champions of Gaming Tournament on Xbox 360,” the world’s largest multi-sport online gaming competition that pits gamers from around the globe against each other, and ultimately for the winners, against some of the biggest names in the world of sports, including Gillette Champion Tiger Woods.

The Tournament, which attracted more than 350,000 gamers last year, begins on November 18, 2009 and runs through February 14, 2010. Gamers will be able to compete against other gamers on Xbox LIVE, the world’s premier online gaming and entertainment service, within their geographical region on several EA SPORTS titles including – Tiger Woods PGA TOUR® 10, EA SPORTS(TM) FIFA Soccer 10, Madden NFL 10, NHL® 10 and Fight Night Round 4. Winners on each title will have the chance to be crowned a Gillette – EA SPORTS Champion of Gaming at the Final Event in March 2010. At the Tournament Finals, Gillette Champion Tiger Woods, as well as other sports superstars*, are scheduled to take on one of the five Gillette – EA SPORTS Champions of Gaming participants in an EA SPORTS title — with the winner claiming ultimate bragging rights.

“Last year, our match came down to the final shot. I’ve been practicing and I am ready to take another crack at this year’s best player,” said Tiger Woods.

The Champions of Gaming Tournament is a global skill-based tournament in which participants compete against other players on the online Xbox LIVE gaming platform to determine winners. The global tournament will consist of one (1) nine (9) part qualification round and one (1) knockout round in three regions — North America; Europe and Asia-Pacific. The regional champions of each title will then face-off against each other and compete for the opportunity to play against the sports superstars at the global final event.

“We’re excited to once again provide gamers from around the world the opportunity to face off on some of our most popular EA SPORTS games through the Champions of Gaming Tournament on Xbox LIVE,” said Peter Moore, President, EA SPORTS. “What continues to make this tournament truly stand out from other gaming tournaments is the extraordinary chance to compete face-to-face against Tiger Woods and other sports superstars.”

“Last year, we created the world’s largest multi-sport gaming tournament and this year, we are looking to make it even bigger,” said Peter Clay, Vice President, Gillette Grooming. “We expect even more participants as the gamers play for the ultimate prize – a one-on-one match against some of the top names in sports.”

To compete in the Gillette – EA SPORTS Champions of Gaming Tournament, gamers must have the following:

– a valid e-mail address
– access to a Microsoft Xbox 360 video game and entertainment system
– the EA SPORTS video game in which the player is competing (see titles above)
– a valid EA SPORTS account in good standing
– a valid Xbox LIVE Gold Member account
– a valid Windows Live ID with their Xbox LIVE Gamertag linked

All players must be in good standing on xbox.com and the Xbox LIVE online service. To obtain an Xbox LIVE account, Windows Live ID or Xbox LIVE Gamertag, access www.xbox.com and follow the applicable instructions. To obtain an EA Account, access www.ea.com and follow the applicable instructions.

For complete details on how to enter and full tournament rules visit www.easports.com/gillette or www.gillette.com/easports2010.

Source: Gillette

From classic images of superstars such as Muhammad Ali, Tiger Woods, Michael Jordan, Serena Williams and Michael Phelps to photos of children playing soccer and stickball, Iooss’s work reflects a lifetime of documenting the impulse that connects all athletes: a pure love of the sport. His photos have appeared on more than 300 Sports Illustrated covers — the most by any photographer.

“‘Athlete’ truly captures the passion and personalities of sports worldwide, and these powerful images are amplified by Walter Iooss’s own words,” said Ken Paulson, president of the Newseum.

Iooss’s descriptions of his photographs provide an insider’s look at some of the legends of the sports world. He talks about his relationship with his favorite athlete, Michael Jordan, and recalls the emotional day he photographed his boyhood hero, Johnny Unitas, whose hand was so damaged by football that he couldn’t hold a cup of coffee.

Also on display in “Athlete” are Iooss’s personal diaries, filled with collages of his photos, quirky headlines and his handwritten notes. The exhibit includes an original Newseum-produced video in which the photographer talks about his photos and the bonds he forged with his subjects.

Iooss (pronounced “yose,” as in “dose”) has been called the “photo laureate of American sports.” He started photographing sports events at age 16, when his father gave him a camera. Two years later, his photos appeared in Sports Illustrated for the first time.

Many of the photos in “Athlete: The Sports Illustrated Photography of Walter Iooss” were published in Iooss’s 2008 book, “Athlete.” The Newseum exhibit includes Iooss’s most famous photograph, “The Catch,” which captured the last-minute touchdown catch by San Francisco 49ers’ receiver Dwight Clark that ended the Dallas Cowboys’ Super Bowl dreams in 1982.

“Athlete” will be on display at the Newseum from Oct. 9 through Dec. 31, 2009.

Source: Newseum

To a crowd of over 1,000 people, Tiger Woods, Chairman of Tiger Woods Design, and Jim Anthony, Founder and CEO of The Cliffs Communities, today unveiled The Cliffs at High Carolina, featuring Tiger Woods Design’s first golf course in America. The debut of the course’s design, held on site at The Cliffs at High Carolina near Asheville, NC, followed a celebration of the inaugural release of homesites available for purchase within the community — the culmination of a highly anticipated, reservation-based sale process with buyers hailing from across the country.

In his remarks about the course, Woods called out its distinguishing features, beginning with the uniqueness of the topography of the site itself.

“The Cliffs at High Carolina is designed to be a walkable, mountain course that takes advantage of the amazing views and varied landscape of the Blue Ridge Mountains,” said Tiger Woods. “The course will play looking out over stunning 50-mile views, in the midst of a mountain meadow, and alongside lakes and streams, while maintaining the mature forest as a signature element.

“The golf course will have the feel of an old parkland course with classic bunkers and green complexes accessible to running shots,” Woods added. “I enjoy creating a lot of options for players, allowing them to think their way around the course, and High Carolina will definitely be a reflection of that.”

Like the two other Tiger Woods Design projects underway — Al Ruwaya in Dubai and Punta Brava in Ensenada, Mexico — The Cliffs at High Carolina course is designed to be enjoyable and challenging to players of all skill levels. From its back tees, High Carolina will measure almost 7,500 yards but is designed to test golfers of all skill levels. Each hole can be played from one of six tee boxes, allowing an enjoyable experience for higher handicappers, ladies and families playing with junior golfers.

Walking the course, while not required, will be encouraged, thanks to the course being routed within a mountaintop meadow.

Special care and time were taken by Woods and his design team to ensure that all 18 holes receive southern exposure of sunlight, resulting in year-round playability at 4,000 feet elevation.

“The energy and passion that Tiger and his team have brought to this project have been incredible,” commented Jim Anthony. “As Tiger’s goal is to create the best golf course, our goal is to create the best place to live, work and play in America. At The Cliffs at High Carolina, we continue a nearly 20-year tradition of building communities that align with our owners’ needs and reflect the core values of the culture here — an enriching quality of life created through authentic experiences focused around what’s most important: one’s family, friends and well-being.”

With The Cliffs at High Carolina, the line-up of The Cliffs’ championship golf courses increases to eight, all of which are located within a short distance of one another and are accessible by a single membership. The High Carolina course is currently in the permitting stage and is expected to begin construction in 2009 with a grand opening planned for the fall of 2010.

The Tiger Woods Design course is the centerpiece of The Cliffs at High Carolina, the eighth residential community in The Cliffs’ award-winning collection. High Carolina will feature amenities, including an Inn and Spa, Clubhouse, Residents Village and an extensive trail system. Properties offered in the grand opening release at High Carolina this weekend are priced starting in the $500,000s to more than $3 million.

Source: The Cliffs Communities