Another interesting fun fact about Tigers marketing power.
I'm reading a book right not about Alex Ovechkin and I'm at a part where he signed with agent powerhouse IMG.
They use something called a DBI or
Davie Brown Index.
Essentially, the DBI is a collection of polls, or survey's, from 1.5M people on how they view or feel about celebrities.
This index value is then calculated to give marketers an idea of how recognizable or powerful someone's marketing value is.
It's very rare for an athlete to be in the top 10 as those spots are usually taken up by singers or actors. Oprah, for example is at, or near the top.
In the book it's revealed through IMG that Tiger Woods was #9 on this list prior to last years incident. His 'brand' was worth millions because not only was his face and name recognizable to the entire planet, but people had a very favorable view of Tiger. They
liked him.
Since the incident? He's now 2250. To put that in perspective, he's on the same level as Pamela Anderson and
Pauly Shore for marketability. That's how far his stock has fallen.
IMG did some sample testing and found that people felt Tiger lied to them. He built this wholesome image of being a good person, a great family man as well as a great golfer. But all of that came tumbling down to the point that Encino's man's best friend was as marketable as the world's former #1 golfer.
EA and Nike are sticking with him only because they're scared to leave him only to see Tiger return to being a dominant force. But if Tiger doesn't win a Major next season, he's finished.
12-07-2010, 08:39 AM
