Revelations that Tiger Woods has had ongoing extra marital affairs has left many with another fallen mentor/role model. Charles Barkley was quoted as saying “I am not a role model.” Tiger tried to pick up on that theme with a comment “I am not perfect.”

Tiger Woods has tried to be a role model for children, golfers of all ages, and any person interested in high performance and excellence. However, his sponsorships and marketing has been directed toward men. Gillette: “The Best a man can get.” “Tag Heuer: Success: It’s a mind game.” “Accenture: Highest Performance Delivered.” Nike golf clothing and clubs.

Recent comments by Tiger Woods himself and revelations from tabloid magazines all confirm Tiger Woods has had one or more extra marital affairs. The U.S. culture has changed. Ten years ago, Tiger Woods may have gone on with his “double life” without being caught for years. Then, once caught, sponsors may have dropped him faster. Today, multiple factors effect a sponsor’s decision to keep or withdraw support from a spokesperson:

• Who will replace the spokesperson?
• How widespread is the controversy?
• Have sales dipped past a tipping point?
• Has a large protest emerged?
• What is the “Q rating?”

Many jokes abound by Jay Leno, David Letterman and hundreds of Internet sites. Yet, there has been more commentary that “this is a private matter” than groups demanding that corporate sponsors drop Tiger Woods. Women’s groups are being supportive of Tigers’ wife Elin than demand sponsors drop him.

Most of Tigers’ commercials have been pulled from TV. He has committed to not holding a press conference. This leaves others to speak for him. Eventually, he will hold a press conference. Whether or not Tiger and Elin stay together is a question for them to make, not outside influences. Questions we can ask:

• Is there a double standard when it comes to scandal and corporate sponsors?
•Where has the Golf press been? (Not reporting behavior that has been on going)
• How accepting or non accepting is U.S. culture when it comes to extra-marital affairs?
• Are women spokespersons’ treated differently than male spokespersons’’?

Join Karen Marzo and Dr. Brian Grossman tonight at 6PM PST. Call in, or e-mail in questions tonight at 6PM PST tonight for answers. You can listen on the web live. Call in numbers and question submission are at www.genderlyspeaking.com, click on weekly Tele seminar tab.