News24

Gatorade drops Tiger drink

2009-12-09 14:15

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.

AP

Comments
  • tony cape town - 2009-12-09 14:31

    i am afraid every empire has its day - funny how life works !! quite strange.

  • tony cape town - 2009-12-09 14:32

    i am afraid every empire has its day - funny how life works !! quite strange.

  • FREEDOM FIGHTER - 2009-12-09 15:10

    agreed tony, if the anc petrol heads are reading this beware your empire will fall eventually, infact it has already started and its like being at the point of no return before having an orgasm, once your empires rotting decay passes the point of no return which it has then you all might as jump ship because the ship will be sinking very fast with one scandal after the other.

  • Davey - 2009-12-09 15:56

    Scandals in gov. have not done anything to stop the rot thus far. The day they realise that the people decided (NB past tense) wil also be the day that they realise that arrogance did not work. Back to Tiger: Shame. His arrogance also eventually destroyed him.

  • Bullpeanut - 2009-12-09 16:00

    Whoa, easy there Freedom fighter.... I liked this article, mostly because it removes the confusion that Tiger Focus is a "sports drink aimed at athletes", as opposed to municipal workers or physicists.

  • BT - 2009-12-09 16:44

    If you believe they decided to drop it before the scandal broke, then you'll believe anything. Sorry Gatorade, try pulling another one!

  • I love Gatorade - 2009-12-10 10:17

    Well done Gatorade, well made decision, hopefully nike and tag watches can follow suit, the next time tiger steps on a golf course, he will be a caddy. As for his wife, she made her bed, now she must sleep in it.

  • Jack - 2009-12-10 10:26

    no, read the line "was first reported by trade publication Beverage Digest in an issue dated November 25, two days before the incident". how could gatorade fake that?

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