Why Tag Heuer Dropped Tiger Woods

On Wednesday, Tag Heuer announced it had severed all ties in its relationship with Tiger Woods, which it called "very beneficial to both parties." The watchmaker said the "sensitivity of some consumers" was a factor.

It was a 10-year partnership,but he company stopped using images of Woods in U.S. promotions back in Dec. 2009, the month after his auto accident outside his Florida home led to revelations of multiple infidelities in his marriage.

We are confident that Tiger will eventually regain full trust with the public, and that his huge talent and mental strength will help him overcome his difficulties,” CEO Jean-Christophe Babin said in a statement. “We wish Tiger all the best for the future endeavors in golf, with new business partners, and in his private life.”
Tag Heuer's decision comes one day before Woods tees off in the 2011 PGA Championship, trying to end a career-worst 21-event winless streak dating to Nov. 2009, just before the accident.

Since news of Woods' extramarital affairs came to light, he has lost endorsement deals with AT&T, Accenture and Gatorade. He has been retained by EA Sports, Nike and Upper Deck.