Welcome To The Party, Gatorade

  • Saturday, February 27, 2010 12:44 AM
  • Written By: Steve Silver

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Without delving into the overexposed Tiger Woods drama in which I’m personally more shocked that he got caught cheating rather than the fact that he was actually cheating, I have to ask why Gatorade just now decided to drop him?

Lost amidst the probably much more important news of the Olympics, a health care summit and another East Coast snow storm is that Gatorade dropped Tiger Woods from an endorsement deal on Friday afternoon.

But why -- or more importantly -- why now?

Accenture and AT&T were on the ball a long time ago. They didn’t want their brand mixed with the Cheetah so they bolted. Fair enough.

Nike, Tag Heuer and Gillette, well, they still wanted Tiger, but they’ve just made it a little less public. It’s like the girl who will only kiss you with all of the lights off and never tell her friends about it. Then again, Tiger might actually prefer that.

Back to the point, though, what took so long?

If I understand this correctly, Gatorade first denied pulling that awful tasting “Woods” drink off the shelves in November due to his sexual escapades. They claimed it was just a coincidence. Right. Then for the past few months as seemingly every available pancake waitress in the country admitted to having an affair with Tiger, Gatorade was cool with that?

Maybe his public apology just wasn’t sincere enough for Gatorade. Whatever the reason, the timing of this is just weird.

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