March 20, 2010 (Pen Men at Work): Here is good news for sponsors who have been waiting for Tiger Woods to return to golf course. Woods who was dropped out of the golf world last December after revelations of his infidelities made him a mainstay of lurid headlines and left his value as an advertiser in disaster. Sponsors like nike who stood by him have a reason to celebrate now.

Rick Burton, former chief marketing officer of the US Olympic Committee and a sports marketing professor said “Nike can probably imagine nothing better than Tiger coming back, withstanding the pressure of everyone watching him and winning,” Burton said. “This is going to be a heavily photographed, heavily videotaped, heavily Youtubed appearance. Tiger’s Nike hat, Nike shirt and Nike ball are all going to get a lot of visibility.” Several of his sponsors, including accounting firm Accenture and telecommunications company AT&T, dropped him might be regretting their decision now.

It probably doesn’t matter how well Woods even plays. “When it comes to his brand it is irrelevant how he does,” said John Sweeney, director of sports communication at the University of North Carolina .He said the companies that have stood by him will continue to, but it will be be a while before he can lure any new sponsors. “He is now a soap opera character in the tabloid reality show,” Sweeney said. Though it’s not just the sponsors who will rejoice wood’s return his fans who have been eagerly waiting for his return cant wait to she him back on golf course.