Gatorade drops Tiger drink

2009-12-09 14:15
Dropping the drink (File)

New York - Gatorade is discontinuing its Tiger Woods drink, but says it made the decision before the golfer's car accident led to a media firestorm surrounding his personal life.

The decision to drop the drink, called Tiger Focus, was first reported by trade publication Beverage Digest in an issue dated November 25, two days before the incident at Woods's home in Florida.

The drink debuted in March 2008. Beverage Digest estimates it represents less than five percent of Gatorade's volume. Sales volume of Tiger Focus was down 34 percent this year through October.

Tiger signed a five-year deal with Gatorade in 2007 for an estimated $100m. 

Gatorade Tiger Focus was launched as a sports drink aimed at athletes.

The marketing of Gatorade is closely linked to sports. Other athletes Gatorade sponsor include former basketball player Michael Jordan and sprinter Usain Bolt.

Meanwhile, The Wall Street Journal, citing data from Nielsen Co., reported on Wednesday that advertisers haven't aired TV commercials featuring Woods since shortly after the scandal broke.

Read more on:    tiger woods

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