Can companies afford the risk of signing multimillion-dollar contracts with celebrity endorsers? The self-destruction of Tiger Inc. has some saying the billion-dollar athlete may be a thing of the past.No, Tiger Woods did not self-destruct. The news media built him up and then took him down. They have known for years that his private life did not match the public image that they were creating for him. And now they are piling on with unverified gossip and innuendo.
Celebrity endorsers can help boost both the sale of products and their maker's image. But Woods' hasty and stunning downfall shows how quickly things can sour when a superstar athlete's life choices are exposed in a negative light by today's real-time tabloid news culture.
Whenever the news media destroy someone, defensive reporters deny any responsibility for what they have done. They claim that their victim self-destructed.