Tiger Woods Now Wears Rolex

Craig Davis, Jim Kahler, Patrick Moran, Xiyuan Liu

Abstract


This descriptive case requires students to analyze Rolex Group’s decision to endorse Tiger Woods following his scandal in November 2009. Students who read this case will build confidence in their strategic ability to assess sponsorship opportunities by analyzing the rationale behind Rolex Corporation’s decision using criteria provided in the case.



Keywords


Strategy, sports marketing, sponsorship, promotion, advertising

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