The Rise And Fall Of Tiger Woods And Its Effects On The Golf Industry And His Sponsors' Performance

Abstract

Tiger Woods is one of the greatest athletes of all time and his impact on the game of golf will be felt for generations. Woods has been the center of academic and nonacademic research, which mainly focuses on the significance of his endorsement of a certain companys products or services. Throughout my research I noticed that Woods effect on the golf industry as a whole has not been sufficiently studied. The main purpose of this study is to attempt to understand the effect that Woods has had on the golf industry, but his impact on his major publicly traded sponsors are also analyzed. Mainly through the use of a multiple regression analysis along with other more qualitative research methods, it was discovered that Woods has had a significant impact on the health of the golf industry, but his effect on his major publicly traded sponsors is inconclusive. Although the results of this study are interesting, it is important to realize that this is preliminary research. More research is necessary, especially concerning Woods effect on the golf industry, to understand Tiger Woods and the game of golf.