American Express, Tiger Woods part ways

After having previously signed Tiger Woods to 2 separate 5-year endorsement deals, American Express has decided to embark on a different marketing strategy:

http://www.zeenews.com/znnew/articles.asp?aid=386857&ssid=95&ssname=Golf&sid=SPO&sname=


From the article:


Amex vice president Rich Lehrfeld said while the relationship with Woods was strong, the company's marketing strategy has shifted to become even more geared toward consumers.

"He brought a lot of value to Amex. He's an incredible athlete with an incredible work ethic, and that runs well with what our brand is all about," Lehrfeld said.

"Sometimes strategies change. We wanted to move our dollars to build a broader base of consumer experiences."

 

But he picked up some desparately needed cash with his new shaving gel spots.

 

We know Tiger will never promote "Doggy Style Condoms".

He never comes from behind.

 

It's because he's not "Now" enough.

 

Is Roddick getting canned too? I mean if they are keeping Roddick and getting rid of Woods, I have to wonder what the marketing strategy of American Express because Woods is far more marketable than Roddick.