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| Gatorade drops Tiger Woods drink | Gatorade drops Tiger Woods drink |
| (about 2 hours later) | |
| Soft drink brand Gatorade says it is to drop a Tiger Woods-endorsed product but said it was not related to revelations about the golfer's private life. | Soft drink brand Gatorade says it is to drop a Tiger Woods-endorsed product but said it was not related to revelations about the golfer's private life. |
| PepsiCo-owned Gatorade said the decision to axe the Tiger Focus drink was made a few months ago. | PepsiCo-owned Gatorade said the decision to axe the Tiger Focus drink was made a few months ago. |
| Since the 14-times major winner crashed his car on 27 November, many women have claimed to have had affairs with Woods. | Since the 14-times major winner crashed his car on 27 November, many women have claimed to have had affairs with Woods. |
| There are also reports that adverts featuring Woods have vanished from US prime-time broadcast and cable TV. | There are also reports that adverts featuring Woods have vanished from US prime-time broadcast and cable TV. |
| We decided several months ago to discontinue Gatorade Tiger Focus along with some other products to make room for our planned series of innovative products in 2010 PepsiCo statement class="" href="/2/hi/americas/8401706.stm">Woods' mother-in-law returns home | |
| According to data from US media research firm Nielsen, the last prime-time advert featuring the 33-year-old golfer was a 30-second Gillette item on 29 November. | According to data from US media research firm Nielsen, the last prime-time advert featuring the 33-year-old golfer was a 30-second Gillette item on 29 November. |
| That commercial was broadcast eight times during November, Nielsen spokesman Aaron Lewis said. | That commercial was broadcast eight times during November, Nielsen spokesman Aaron Lewis said. |
| Woods' other sponsors include consultancy firm Accenture. He is reported to be the first sports star to be worth more than $1bn. | Woods' other sponsors include consultancy firm Accenture. He is reported to be the first sports star to be worth more than $1bn. |
| Nike has been Woods' biggest sponsor since the start of his career, signing its first contract with him as long ago as 1996. | Nike has been Woods' biggest sponsor since the start of his career, signing its first contract with him as long ago as 1996. |
| 'Mentally tough' | 'Mentally tough' |
| He signed a five-year deal with Gatorade in 2007 for an estimated $100m (£61.7m). | He signed a five-year deal with Gatorade in 2007 for an estimated $100m (£61.7m). |
| "We decided several months ago to discontinue Gatorade Tiger Focus along with some other products to make room for our planned series of innovative products in 2010," said PepsiCo in a statement. | "We decided several months ago to discontinue Gatorade Tiger Focus along with some other products to make room for our planned series of innovative products in 2010," said PepsiCo in a statement. |
| The marketing of Gatorade is closely linked to sports. Other athletes it sponsors include former basketball player Michael Jordan and sprinter Usain Bolt. | The marketing of Gatorade is closely linked to sports. Other athletes it sponsors include former basketball player Michael Jordan and sprinter Usain Bolt. |
| Gatorade Tiger Focus was launched as a sports drink aimed at athletes. | Gatorade Tiger Focus was launched as a sports drink aimed at athletes. |
| Gatorade's website describes Gatorade Tiger Focus to be a drink "designed with athletes in mind, helping them to be as mentally tough as they are physically". | Gatorade's website describes Gatorade Tiger Focus to be a drink "designed with athletes in mind, helping them to be as mentally tough as they are physically". |
| The decision to drop the drink was first reported by soft-drinks' industry newsletter, Beverage Digest, on 25 November - two days before Woods crashed his car and sparked off the chain of events which continues to feature in the global media. | |
| Tiger Force was launched in March 2008, and according to Beverage Digest the Woods-backed drink represented less than 5% of Gatorade's volume. |