Tribune News Services
Gatorade became the latest sponsor to drop Tiger Woods on Friday.
A representative for the drink, sold by PepsiCo Inc., confirmed it ended its relationship with the golfer, who made a lengthy public apology a week ago for his infidelities.
"We no longer see a role for Tiger in our marketing efforts and have ended our relationship," a Gatorade spokeswoman said. "We wish him all the best."
Gatorade became the latest sponsor to drop Tiger Woods on Friday.
A representative for the drink, sold by PepsiCo Inc., confirmed it ended its relationship with the golfer, who made a lengthy public apology a week ago for his infidelities.
"We no longer see a role for Tiger in our marketing efforts and have ended our relationship," a Gatorade spokeswoman said. "We wish him all the best."
The spokewoman said Gatorade would continue its relationship with the Tiger Woods Foundation.
She declined to say whether his contract was terminated early because of trouble with his public image.
Gatorade discontinued its Tiger Woods-brand drinks in November, a decision made before Woods' marital problems became known.
At the time, Gatorade stuck by him as a sponsor, but it too relented Friday, becoming the third major endorsement deal the golfer has lost. AT&T Inc. and Accenture dropped Woods in the weeks following the tabloid frenzy of cheating allegations.
"We have been in discussions with Gatorade, and while we are disappointed they have decided to not continue with Tiger in their marketing plans, we appreciate their continued involvement with Tiger through his foundation," Woods' agent, Mark Steinberg of IMG, said in an e-mail.
The companies that have stuck most closely by Woods, Nike Inc. and Electronic Arts Inc. -- which have invested specifically in his athleticism -- reiterated their support last week when the golfer made his public apology.
Others, such as Procter & Gamble Co.'s Gillette and Swiss watch maker Tag Heuer, de-emphasized him in their marketing.
The CEO of Procter & Gamble said this week that he doesn't know whether Woods will ever appear in another Gillette commercial, saying the company did not need the "distraction" of using him in its advertising.
Gatorade owner PepsiCo, the world's second-biggest soda maker, also owns the Tropicana, Quaker and Frito-Lay brands.
She declined to say whether his contract was terminated early because of trouble with his public image.
Gatorade discontinued its Tiger Woods-brand drinks in November, a decision made before Woods' marital problems became known.
At the time, Gatorade stuck by him as a sponsor, but it too relented Friday, becoming the third major endorsement deal the golfer has lost. AT&T Inc. and Accenture dropped Woods in the weeks following the tabloid frenzy of cheating allegations.
"We have been in discussions with Gatorade, and while we are disappointed they have decided to not continue with Tiger in their marketing plans, we appreciate their continued involvement with Tiger through his foundation," Woods' agent, Mark Steinberg of IMG, said in an e-mail.
The companies that have stuck most closely by Woods, Nike Inc. and Electronic Arts Inc. -- which have invested specifically in his athleticism -- reiterated their support last week when the golfer made his public apology.
Others, such as Procter & Gamble Co.'s Gillette and Swiss watch maker Tag Heuer, de-emphasized him in their marketing.
The CEO of Procter & Gamble said this week that he doesn't know whether Woods will ever appear in another Gillette commercial, saying the company did not need the "distraction" of using him in its advertising.
Gatorade owner PepsiCo, the world's second-biggest soda maker, also owns the Tropicana, Quaker and Frito-Lay brands.
Register with Chicago Tribune and receive Bears, Bulls, and Blackhawks newsletters for free. 
When sports news breaks, be the first to know. (To get alerts on a mobile device, text CHISPORTS to 31286.). 
Well, he's not a white boy like CHarlie Sheen, who beats up all his broads and holds knives to their necks and does speed, coke and heroin. All the fake, fraudulent, hypocritical racists who love "Two and a half men"!! What a great show right? funny how McDonalds, Taco Bell, Allspice and Gatorade still run commercials during a drug addicted woman-beater's show! but, they can't be associated with Tiger because sadly, he likes white women. Where is the National Organization of Women? Why aren't they marching in front of CBS? This guy is violent and committed a crime. Tiger just likes white women, sadly.
I am not surprised that a few repressed man haters are pretending that their voices count - especially the one that doesn't even watch golf! Thanks for the laugh.
Once he starts winning, those sponsors will clamor for the draw he brings to their products. Michael Jordan had multiple affairs and Gatorade stuck by him. It's funny, the guy who apologized is being criticized while the guy who just ignored the haters is still worshipped.
Sorry Gatorade but just like Sox fans, you are fair weather and made a mistake. I'm sure Tiger will accept a big check from your comepetitor.
dear lord! how will the poor man be able to feed himself!?!?!
When Tiger resumes his dominance on the golf course, all of these companies will be knocking on his door for sponsorship.
Kay - you're a moron. You'll switch to an inferior product because of the company's relationship with an athlete who cheated on his wife? I suppose you've never known anyone who cheated on their wife, or at least by your standard you would have ended your friendship with them.
And why didn't you make the move to Powerade when Michael Jordan was exposed as a philanderer in 2006? Gatorade still sponsors him, but I guess it was not convenient for you then.
You're all hypocrites. Pay attention to your own life and learn to ignore what you have no control over. But, I guess your life is perfect and you never make bad decisions either.
Too bad we can't all be more like Kay and base our consumption on the company's spokesperson.
TYPICAL BLAK SCUM!!!!
NO PRIDE NO MORALS!!!!!
WHY NO BLAK HO'S-----NIGGRO????
Great move.
The farther a product distances itself from a low-life like Eldrick Woods the better off they will be.
Good call. I love Gatorade, but I would switch to Powerade in a heartbeat if Gatorade chose to keep Tiger Woods as their spokesperson. Tiger is disgusting. I don't care if the guy plays golf - I never watch golf anyway. I hope to never see his face again.
I think Hooters or Playboy who make a great sponsor to Tiger.
Or maybe Valtrex should...