Golf Fans to Root for Tiger Woods in his Return, According To Survey Results

March 18, 2010 - PRLog -- Three weeks before his eagerly anticipated return to professional golf, Tiger Woods can expect a warm reception from golf fans, that according to the results of a study conducted by Turnkey Intelligence.  The survey found that 79% of avid golf fans and 64% of casual golf fans will root for Woods once he returns to competitive golf.  58% of golf fans overall feel it is appropriate to begin playing golf just weeks following his public statement and apology.

Sponsors who have stood by Tiger will also be rewarded, as golf fans will purchase products from companies that Woods endorses.  65% of avid fans and 59% of casual fans would purchase something from a Woods-endorsed company, regardless of the product type.  Additionally, 49% of non-fans would also purchase, suggesting that Woods’ overall brand persona beyond the golf course may not be damaged beyond repair.

“While many people felt betrayed by being sold a false image, the reality is that Tiger’s indiscretions were against his wife and family, not humanity,” said Steve Seiferheld, Vice President at Turnkey Intelligence.  “We live in a forgiving society, and golf fans in particular will be happy to have their icon back.”

66% of avid fans and 53% of casual fans agree that his public statement was “genuine”, compared to only 35% of non-golf fans.  Perhaps the most surprising finding from the study is the lack of a gender gap in perceptions surrounding Woods.  55% of men and 58% of women felt his public statement was “genuine”.  (The difference is not statistically significant.)  Similarly, a respondent’s marital status has no impact on his/her feelings toward Woods.  

Said Emily Huddell, Vice President at Turnkey Intelligence, “This data implies that Tiger’s appeal among golf fans, both male and female, is centered on his skill as a golfer.  Golf fans of both genders seem to be willing and able to separate Woods’ on-course talent and the excitement of watching him compete from his personal failings.”

There was also a noticeable difference in how non-Caucasian golf fans view Woods, as compared to Caucasian fans.  69% of non-Caucasian fans found Woods’ public statement to be genuine, compared to only 53% of Caucasian fans.  Similarly, 44% of non-Caucasian fans feel Woods handled the situation “excellently” or “good”, while 26% of Caucasian fans felt similarly.

The study demonstrates the power a public apology can have.  Among golf fans who found Woods’ apology genuine, 87% plan to root for him.  However, among those fans who did not find the apology genuine, only 45% will root for him.

The study was conducted on Monday 2/22 and Tuesday 2/23.  A total of n=1,053 respondents completed the survey online; respondents were sourced from Greenfield Online, part of the Toluna Group.  The study targets the U.S. population, with a focus on fans identifying themselves as either avid or casual fans of golf.

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About Turnkey Intelligence:
Turnkey Intelligence is a wholly owned subsidiary of Turnkey Sports & Entertainment, the holding company that also owns and operates Turnkey Search, the industry's leading executive search firm. Turnkey Intelligence is the sports and entertainment industry’s leader in custom consumer research (SURVEYOR) and sales automation (PROSPECTOR). Clients utilize Turnkey’s software and services to make better-informed business moves involving sponsorship, marketing and sales. For more information visit www.turnkeyse.com.