The cracks started to appear in Woods’s previously flawless image last November when he crashed his car into a fire hydrant in his Florida driveway in the middle of the night. What, on the surface of it, could have been an unremarkable accident took an unexpected turn when police reported that Nordegren had been spotted at the scene brandishing a golf club, and neither she nor Woods would talk to them.
The rumour mill quickly shifted to turbo as US gossip websites linked the incident to reports in the National Enquirer alleging Woods had an affair with a New York nightclub hostess, Rachel Uchitel.
Two days after the accident, Woods released a statement. He said at the time: “I’m human and I’m not perfect. I will certainly make sure this doesn’t happen again. This is a private matter and I want to keep it that way.”
But it did nothing to stem the number of women waiting to tell reporters how Woods had got them pregnant, paid for their liposuction or slept with them on his stag do. He released a further statement on 11 December, apologizing for his infidelity and announcing he would be taking an “indefinite break” from golf. He lost sponsorship deals with Gatorade and Accenture, while other endorsement deals were scaled down. An attempt to rebuild his commercial reputation was criticized when he filmed an advert for Nike in which he appeared to be receiving advice from his late father – a marketing ploy dismissed as “cheesy” by his furious wife.
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