Open Position

If you happen to be running a Fortune 500 company, do yourself a favor. Don’t hire PGA golf pro Ernie Els as your Vice-President of Marketing and Brand Awareness. Send his resume to your competition.

On Thursday, Els blasted the easiest target and punch-line of the 2000s, Tiger Woods. From the site of the current Accenture Match Play Championship outside of Tuscon, Els told Golfweek, "It's selfish. You can write that. I feel sorry for the sponsor. Mondays are a good day to make statements, not Friday. This takes a lot away from the golf tournament.” Incidentally, Tiger Woods was a pitchman for Accenture before he got caught in all of his “night-putting.” Accenture was among the first sponsors to drop him.

It probably wasn’t orchestrated as such, but Woods is doing his former sponsor a favor. The PGA tour version 2010 hasn’t really started in the minds of the common fan. Last week was the annual “Bill Murray I’m Still Relevant and Ray Romano I wish I Were Relevant Pro-Am at Pebble Beach.” Playing three courses over four day with amateurs by the ocean is like a typical weekend at Myrtle Beach. Fans don’t begin to follow the tour until the Master’s is around the corner. (Pun intended). By holding his press conference at 11:00 Eastern, Tiger is providing an amazing lead-in for GolfChannel’s tournament coverage. Suddenly, people are discussing the Accenture Match Play. Hello Ernie, they are pumping the name like never before. Hell, if you asked a conversational fan before yesterday, they would associate Buick as a Woods sponsor before they would Accenture. (Buick dropped Tiger in the spring of ’09).

Like it or not, Tiger is actually working some good spin. It’s simple, the media is upset because Tiger has once again proved to be the Untouchable. He has become the Holy Grail of sports and pop culture. Choosing a Friday to make his first visual mea culpa was genius. Many in the media, even the bottom feeding bloggers, still earn the majority of their living before the weekend. The media consumer spends much less time ducking their boss and doing “internet research” on Saturdays and Sundays than the rest of the week.

The setting for Tiger’s statement is also brilliant. He will speak from TPC Sawgrass, the home links of the PGA. This association gives Tiger a powerful if unofficial support group. PGA Commissioner Tim Finchem can not let his cash cow be grilled by the media.

Although this production will be scripted like a James Cameron vehicle, it really doesn’t matter much. Other athletes have prepped us for this moment. The general public doesn’t require full disclosure. If you were furious and vocally upset in November and December, you will be after the press conference. A blind follower of the Tiger pack will remain so. Everyone wants Tiger to field questions, no doubt about it but that doesn’t mean he is foolish enough to do it. Tiger just wants to get up and down (couldn’t resist) this morning, he is not trying to hit the improbable hole in one (sorry). Today the real audience is the mainstream. It is for those of us that have a short term memory, are easily influenced and love to watch the best of the best. Today, Tiger will start to take America back. His performance on the course and will determine the success of his comeback.

Sorry, Ernie. Sorry, golf world. Like it or not, many have learned before you. It’s just easier to take Tiger lying down.