Read the debate intro and the opposing argument from Loyal Homer.
The PGA needs to suspend Tiger Woods. Whoa! Wait a minute before you take your Tiger Woods endorsed Nike seven-iron to the monitor in a display of unabashed disgust for that last statement, hear me out. Yes, I know that on the surface it appears judgmental and inappropriate to suggest that the PGA punish Tiger Woods for mistakes he made in his private life (which is now anything but private), but the PGA has no other alternative if they want to appear consistent and maintain appearances.
First of all, I do not suggest that the PGA attempt to stand in moral judgment of Tiger Woods. Rather, I am suggesting they hold him accountable to past precedent. The tour suspended golfing bad boy John Daly for inappropriate behavior – Specifically for teeing off atop a beer can, using NFL coach Jon Gruden as a caddie, and for a very public arrest. The PGA did not take pity on Daly’s clear struggle with alcohol, but instead took the opportunity to make a statement about the types of misbehavior that will not be tolerated, and to allow Daly to get his life back together. What about Tiger? Was his behavior any better? No. He had what turned out to be a very public affair – scratch that, more like 17 very public affairs – which have completely overshadowed the eight PGA tournaments that have already taken place this year.
Additionally, what he did in some cases may have been illegal, as reports have surfaced that Tiger paid upwards of $60,000 for the services of prostitutes, which isn’t just poor judgment …it’s against the law.
Tiger’s behavior has permanently marred his reputation, not only hurting his own brand, but hurting the Tour as well. That is an unforgivable sin in an endorsement driven industry. So the PGA has both the grounds and precedent to suspend Tiger, but will they? They should if they want to maintain their public image.
Many things in life are simply matters of perception. This is especially true for sports. For example, in baseball a batter that chases pitches out of the zone may be perceived positively as a good “bad ball hitter”, or they may be seen as a hitter that lacks discipline. Similarly, an NBA player that always seems to have his hands on the ball and takes a great number of shots can be viewed by some as a self-serving ball hog, and yet others will see that same player as a big time competitor trying to carry his team. In reality, the difference is merely a matter of perception. I do not seek to undermine the importance of perception in sports through a great deal of “there are two sides to every coin” talk, but rather to bring up the importance of image control in terms of influencing perception.
Golf is perceived as a gentleman’s sport. The sport is surrounded by an air of etiquette and decorum. This impression is one which the PGA appears to maintain. But really who could blame them? The perception of golf as a dignified game is not exactly bad PR when some sports work tirelessly just to achieve even a modicum of respect.
Take mixed martial arts (MMA) for example; many perceive it to be a barbaric form of human cockfighting rather than a legitimate sport. UFC president, Dana White has worked very hard to ensure that his product, as well as MMA in general, overcomes the traditional blood sport stereotypes. White has tried to distance the UFC from freak show matchups (like the DREAM Super Hulk Tournament) and other poor ambassadors for the sport. He has publicly denounced Jose Canseco in spite of the fact that a card featuring the former Bash Brother would offer an immediate bump in ratings, because of the long term damage it would do to the sport’s credibility. Likewise, White has accosted stars in his own stable, like Brock Lesnar, who put the UFC’s image in questions with WWE-like theatrics. If the UFC can have standards and ethics shouldn’t the PGA?
Golf operates under similar principles. When a player becomes detrimental to the brand, they either have to get him under control or distance themselves from him in order to maintain the desired perception. The PGA must suspend Tiger Woods.
