Swiss watchmaker Tag Heuer plans to drop Tiger Woods from its American ad campaigns, the company announced Friday.
The luxury watchmaker said it would maintain its support of Woods’ charitable foundation, but would turn to other brand representatives such as actor Leonardo DiCaprio for American advertisements.
Tag Heuer CEO Jean-Christophe Babin told the Swiss daily Le Matin his company recognizes Woods as a huge figure in the world of sports, but must be sensitive to recent events.
Woods’ endorsers have lavished an estimated $110 million a year on him and last week consulting giant Accenture became the first major sponsor to formally cut its links with the disgraced golf great.
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Woods has admitted to “infidelities” and has taken an indefinite break from the sport that made him a superstar.
Electronic Arts, which has sold a Tiger Woods video game for a decade, has said it is sticking with Woods, as did AT&T.
Nike and Gatorade have not run ads featuring Woods since Nov. 29 but say they have not dropped him. Gatorade has announced it would no longer produce its Tiger Focus line of drinks but said that decision was made before the scandal.
Gillette has said it would “support his desire for privacy by limiting his role in our marketing programs.”