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Action marked yet it's -- sports business journalist.
And author of varsity -- -- behind the scenes look at culture and corruption and college athletics.
Michael Robinson is -- senior vice president of -- strategic communications on crisis management.
And Jay Rosen staying vice president of programming for headline media management gentlemen.
Thanks to all the rear view Michael to you -- did tiger say the right things to begin rehabilitating.
Dig -- thanks very much I think tiger tried to his Mulligan today.
He took some baby steps in the right direction it was a well crafted statement.
-- positioned himself as.
The person who had committed the wrong doing.
I lost count after the first dozen or two -- used the word behavior.
He kept bringing it back himself he admitted his mistakes.
He did try and position himself as a good dad did body -- his children to say it's my fault not theirs.
An important first step he's go a long road to go so a baby step in the right direction but I think the real question now is what is Nike think.
Right Nike among the and other sponsors who did stick with him including electronic arts.
But mark you are in the business of the sports business journalism.
-- he said he's coming back to golf when we don't know does that leave the entire sport his sponsors the PGA.
In limbo here.
Well I I think it does and I think there's going to be some.
Adjustments here I think there's a lot of number crunching going on on Madison avenue this morning.
Wondering what's gonna happen to ad rates for the PGA tour because as we know.
Tiger tiger does bring out people and bring viewership up but with him gone is that get the big question is that gonna force the PGA.
To lower its ad rates for these tournaments including the masters coming up in it it dishing don't watch stub hub in those sites and see.
What happens with the price of badges for the masters.
And there's nobody waiting in the wings to fill his shoes as a mark.
-- -- having a look and it -- we do we overstate his impact on the sport that the percentage of Americans who play golf.
Today is actually lower than it was in -- in the early nineties.
Well I I think we overs.
A bomb or get caught up in his image and who he is and there's no doubt that he's the biggest thing to happen the golf and a long time.
But the fact of the matter is that if I'm a golfer.
And I need -- new potter -- I need to go -- her shoes.
I I'm still gonna buy film even though Tiger Woods is -- in the game -- they may not be Nike.
Nike -- Nike shoes but I'm you know people have a certain amount of this discretionary income and they're gonna dedicate some of it to golf.
And -- it's gonna be inching -- because it's going to be hard to assess the impact.
Of tiger with the way the economy -- were not gonna know for sure.
Whether it's down because of tiger being gone -- simply because the economy overall continues to sort of be in the doldrums.
-- your reaction.
I have number reactions one Tim finchem.
Commission of the PGA tour was in the audience in front row.
The impact of tiger on the PGA tour has been enormous tournaments where he's not playing -- probably 50% lower in terms of television ratings.
So you have CBS and NBC and the Golf Channel very much affected by tiger's lack of presence on in the game -- also the situation where this year was really teed up for tiger.
He loves Augusta -- -- their four times.
The US open is a Pebble Beach he loves that course he's won there before.
The British Open was at Saint Andrews you love Sanders took in order for him to that the cement his legacy in golf this was the year that he would make his move and go from.
-- fourteen majors to the eighteen that he's chasing Jack Nicklaus he could've easily picked up three on this year and who looks like.
That's like soccer playing any -- Michael everyone I've talked to -- it has been so cynical about this that this was not about making amends.
It wasn't about redemption it is if a business proposition and did you feel like his statement.
Even though he did show emotion was again very controlled and to carefully crafted.
Yes in yes and I think that's to be expected and if you look at Hughes history.
Control is what he's all about it's why he's won those fourteen major tournaments mean he's a very control guy.
But I do think this is ultimately a business transaction.
I think the tiger brand has a long term -- on it.
I think you saw that today I don't fit I think those who bailed out on -- -- -- shirt tag oil and the others.
I will made a good decision that the time for their own brands but I don't think you'll see anyone leaving him now I think he bought himself.
I think the way he presented himself I think he was contrite I think it was a very well crafted statement.
So I think those sponsors that are -- today will be within that a number of months he does have to get back on the golf course that have to happen I think in 2010.
On that note let's hear exactly what Tiger Woods had to say to his sponsors.
My behavior has caused considerable worry.
To my business partners.
And mark on that note.
How long do you stick around.
Well I I agree with your other -- I agree with Michael it's it's -- -- a long term -- you know -- If we look at other sort of tragic stories in this country we we love to build people -- We love to see them crash but we also love to see them come back and if tiger goes and and does what he needs to do and and and the old saying time heals all wounds.
He could come back and then in -- eleven.
All be forgiven and he could still be the most powerful brand in golf we we.
We we just don't know -- all this this guy's got a -- he's got a couple hundred million dollars in the bank heat if if he's really serious about what he said.
It's a golf isn't his number one priority if we take him at his -- I could walk away from the game we we it's all mere speculation at this point they can we.
We really don't know what's gonna happen all we really learned this morning is that he's sorry.
And he's not coming back to golf any time soon but.
-- specifically said he has been in an inpatient.
As they have been reported -- inpatient rehabilitation facility for 45 days he is going back.
-- you didn't get into an talking today at a level of specificity.
You know left maybe didn't leave people wanting so much.
Yeah and he also talked it was kind of an obscure reference and they are being talked about when he does come back he's gonna show more respect for the game.
Which is a very big point among.
Among the golfers and he mentioned his fellow golfers until well into the speech apologize to everybody else in effect.
Tom Watson had criticized -- few weeks ago.
Because he does play the game was slamming -- was clubs and occasionally cursing and stuff and -- the legacy that golfers have for the game from Arnold Palmer forward.
Is very important to them and I think tiger is now coming back to that point of view that he has to show more respect.
And Ariel slammed him for the timing of the announcement calling itself as but he address and that.
And said -- I'm going back to rehab.
We have to it's it's a -- clubhouse right now for -- on the PGA tour as far as -- concerns -- he has to make amends with them as well.
Comment saying it yet the final word to you is it chilly down there and what has been their reaction what do you know about other people at the forty some people who are.
Sitting with him in that round.
Not very much to be honest because as you know we were -- cut into the river that was just the wire service reporters that work.
We'll be focusing on from here on out the sponsorship reaction.
That gas that is a spokesperson for Nike was in contact with us last night saying that they fully support tiger and his family are still waiting to hear from -- -- -- -- any reaction.
To the speech electronic arts the same deal they told us yesterday they would have a reaction to the speech but for the time being.
Other strategy remained if they put it.
Unchanged meaning they were still making the Tiger Woods video games and all the rest of itself for the rest of the day today -- that speech is come and gone and you guys about a lot today as you have.
We'll see what the sponsors say because that's what it's about -- -- what you get through all the tabloid stuff it's dollars and cents and Tiger Woods.
Really is golf from a financial standpoint so we'll see what the sponsors say later today.
Not coming back to golf not at least in the immediate future Connell thank you so much for that Connell McShane.
Sandra Smith mark -- -- -- The sports business journalist and also author the book varsity -- everybody Michael Robinson thank you so much from -- strategic.
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