Tag Heuer To 'Downscale' Tiger Woods Campaign

Tiger Woods acknowledges the crowd on the 4th hole during round three of the 2009 Australian Masters at Kingston Heath Golf Club, Melbourne, November 14, 2009 Tiger Woods acknowledges the crowd on the 4th hole during round three of the 2009 Australian Masters at Kingston Heath Golf Club, Melbourne, November 14, 2009

Watchmaker Tag Heuer is the latest company to cool down its endorsement of embattled golfer Tiger Woods.

The company said in a statement to the New York Times that though “the partnership with Tiger Woods will continue,” “we will downscale the use of his image in certain markets for a period of time, depending on his decision about returning to professional golf.”

Tiger announced a week ago that he would be taking an indefinite break from the sport to focus on his family, admitting to “infidelity” after a two-week media firestorm that exploded after his unexplained November 27 car accident.

The star has worked with Tag Heuer since 2002. The Swiss brand’s other celeb endorsers include tennis star Maria Sharapova.

A number of companies have distanced themselves from Woods over the last several weeks, including Accenture, which dropped its contract with the golfer, Gatorade, which discontinued its Gatorade Tiger Focus drink but called the timing coincidental and Gillette, which announced it would be “limiting” his advertisements during his hiatus from golf.

However, Woods’ most famous sponsor, sporting giant Nike, has so far stood by the star through his scandal.

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