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Tiger Woods' Accident Shakes Advertisers

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The companies declined requests for comment from ABC News.
Nike, in particular, has been especially dependent on Woods, said advertising expert Larry Woodard, an ABC News columnist and the CEO of the advertising agency Vigilante.
"Nike wasn't really into golf before Tiger Woods came," he said. "He helped them take a pre-eminent role in golf."
The PGA Tour also has a lot riding on Woods -- he drives ratings for PGA Tour broadcasts like no one else before him, allowing the tour to rake in greater advertising revenues and higher TV ratings.
"Tiger brought a lot of color to the sport both on his skin and his style of play and that's something that the PGA sorely needs," said Boyce Watkins, a finance professor at Syracuse University.
In the short term, companies tied to Woods likely wouldn't lose too much cash if Woods couldn't fulfill his immediate endorsement obligations; corporations take out insurance policies to cover themselves in case of such events.
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Experts disagree about the long-term implications for advertising in a world where Woods no longer takes the green, club in hand.
Watkins said companies would be limited in how they could use Woods.
Imagine, he said, commercials depicting Woods hitting a ball out of the water or some other similarly difficult golfing feat.
"You can't do those kinds of ads if Tiger isn't playing golf anymore," he said.
Woodard, however, said that, assuming moral hazard wasn't at issue, many companies could emphasize Tiger's legacy even if he was no longer active in the sport.
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