A few years ago, Kobe Bryant was in big trouble. A woman accused him of rape, a felony sexual assault charge was filed but dropped before the trial and Bryant later settled a civil lawsuit with the woman. Sponsors such as McDonald’s understandably bailed on Bryant. But one sponsor did not. Nike stayed put.
Five months ago, Tiger Woods found himself in the midst of the mother of all self-induced, personal scandals. Sponsors such as AT&T and Accenture left him, and who could blame them?