Recovering From a Blow to Your Brand's Reputation

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Tiger Woods's Crash

In November 2009, word got out that Tiger Woods was a cheater; not on the golf course, but in his personal life. He admitted to having nearly 120 affairs during his marriage. The salacious news caused a variety of his sponsors to pull out of deals, including Gillette, Accenture, and AT&T—which cost Woods a reported $20 million, according to Sports Illustrated. After a quick, tearful apology to his fans on national television, Tiger's method of averting a disaster was to try his best to slink out of the public eye. Woods announced that he would not play in any tournaments for the rest of 2009.