Everyone who uses Tiger Woods in an advertisement is actually advertising Nike. In case you hadn’t noticed, almost any ad with Tiger usually has him wearing Nike clothing, especially a hat. While advertisers don’t complain, the upshot is that Nike gets to free ride on everyone else’s money, something unprecedented in such advertising programs.
Why would advertisers do it? Interestingly, it’s not because Nike demands it. The company says that Tiger is not forced to wear its apparel when appearing in, say, an Accenture ad. Tiger just chooses to do so.
The result, however, is that every Tiger ad seems to be a Nike ad. Look at the Accenture ad at right. Is it Accenture that you notice, or Tiger’s swoosh’s emblem on his hat?