Tiger Woods is looking to reverse his recent decline on the golf course at the Frys.com Open in Northern California this week, but he’s already scored in his efforts to regain the endorsements he lost after his sex scandals.
Woods announced a new “partnership” with luxury watchmaker Rolex on his website Wednesday. The terms of the deal were not disclosed, but Rolex has a long history of sponsoring golf events and players, and counts Phil Mickelson, Rickie Fowler and Luke Donald among its celebrity endorsers.
The deal ends an endorsement drought for Woods, who lost many sponsors after his Thanksgiving night car accident in 2009 and subsequent sex scandals. AT&T, Accenture, Gillette, General Motors and Gatorade all ended their relationships with Woods in 2010. Watchmaker Tag Heuer did not drop Woods as a spokesman immediately after the scandals but did not renew its deal with Woods when it expired in 2011.