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Pull That Thread Everything is Connected If You Stretch It Long Enough

Brit Hume: Is Christianity Offering Tiger Woods a Sponsorship Deal?

Posted on January 4, 2010
(unaltered photo top of page:Reuters: Aaron Josefczyk)

(Underlying photo=Reuters: Aaron Josefczyk)

A Tiger Fallen-from-Grace may not be worthy enough to sell razor blades or consulting services, but can you imagine what he could do for God?

This video is from Fox's Fox News Sunday, broadcast Jan. 3, 2010.

Fox News pundit Brit Hume made an appeal to Tiger Woods on Fox News Sunday to ditch his current commitments to Budda and come to work for the top name in religion, promising a benefits package that includes absolution from sin and protection from damnation, two big carrots to dangle in front of a celebrity athlete being dropped like a hot potato from secular sponsorships due to his worldly transgressions:

Brit's brand message to Tiger:

The extent to which he can recover seems to me depends on his faith," said Hume. "He is said to be a Buddhist. I don't think that faith offers the kind of redemption and forgiveness offered by the Christian faith. My message to Tiger is, 'Tiger turn to the Christian faith and you can make a total recovery and be a great example to the world.

While most commercial brands no longer see association with Tiger as 'a great example to the world', he's the perfect spokesman for a deity brand wanting to make a strategic shift from a "Damned if you Don't" to a "Not Damned if You Do" market positioning.

While Brit was covering the airwaves, Exercise in Futility blogger tommykey pointed out that a Brit associate, Ron Boehme, was possibly planting the seeds of a future Christianity-Tiger Woods sponsorship deal through the blogosphere earlier in December, using lots and lots of golfing metaphors to demonstrate the easy compatibility between Salvation and Golf:

As you gaze at the "Hole of your Life," it's fair to say that there's some green fairway in front of indicating that you've accomplished some good things in your 34 years. But what has also become apparent is that you've hooked some balls into the water on the left, and sliced some balls into the sand traps on the right. You're actually in big trouble on this hole, you can't take a mulligan, and a very bad score just might ruin your entire tournament...

Want to change your present circumstances? Want to silence the tabloids and paparazzi?...Then use your incredible gift of perfectionism to "perfect holiness in the fear of God" (Hebrews 12:14). Biblical perfection is the maturity of a righteous and good life.

So make that precise chip shot of faith in Christ...

"This is Christianity's chance to sell its product benefits to the end user and make him feel GOOD about buying the product rather than fearful if they don't," said one marketing expert who wishes to remain satirical. "American consumers are used to 'before and after' scenarios like Gillette's: before with a non-Gillette razor: sexual rejection. After using Gillette: sexual attraction."

"Well Christianity could never compete with that. Once the 'don't make me get all Inquisitive on you' days were behind it, marketing options were usually limited to "yeah it's all good now but just wait until you die" scenarios," points out the consultant from Tung & Sheik. "It was all hypothetical: before: everything you want, but you burn in hell. After: nothing you want, but you won't burn in hell.

It's not the sort of 'what's in it for me' message that's known to work with the American consumer."

Tiger offers Christianity that chance to begin with "you're in hell" by having a high profile spokesperson whose 'Good Times Guy-Who-Had-Everything' back story is already known by the whole world.

Basically, the working model is this: Tiger Woods had everything and now, he seemed to have lost it. If Christianity can get a deal signed now, consumer's can find a purchase, so to speak, in Tiger's inevitable comeback in the Christianity brand. From a competitive point of view, there's a lot of brand shifting opportunities. It's the sort of 'we'll scratch your sins and you'll scratch ours' win-win relationship that makes great sponsorships. It's smart marketing.

I bet the Scientologists are just kicking themselves for not jumping on this first. And you know the Buddhists—I'm sure they're all like, 'whatever.'

On Brit Hume's Fox News Sunday message to Tiger:

Liberal perspective



Faithful Progressive

Hot Air

Conservative perspective

Media Matters

Buddhist perspective


Atheist's Perspective

An Exercise in Futility

Friendly Atheist

Common Sense Perspective

Raw Story


More Related Reading:

Why the left misjudges GOP sex scandals

Brands of Faith: Marketing Religion

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