The whole Tiger Woods debacle has, due to the time of year, denigrated into a zoo of Santa comparison jokes. And while I feel a deep compassion for his wife and children and the pain and humiliation they must be going through, I confess, I laughed at one or two at Tiger’s expense.

But I stopped laughing when I heard on the radio that the Swiss watchmaker company, Tag Heuer, who has Tiger Woods as one of their “brand partners” (aka spokespeople) doesn’t care about Tiger’s private life and is sticking by him. Mariam Sylla, the company spokeswoman, told the Associated Press, Woods’ personal life is “not our business”. Really? What is your business? Oooh, here, let me refresh your memory by using your own company’s statement:

From the Tag Heuer Website : “With his personality and his results, he is a perfect example of prestige and performance which are so important to TAG Heuer…. His personal obsession with results and perfection, his ability to withstand pressure, to meet expectations and exceed them, but also his love of discipline – all this makes him a natural partner for the brand.”

A natural partner for the brand? So your business partner’s personal prestige, which has been comprised, thus compromises your business. His discipline? Not so disciplined in areas that really matter at the end of the day. Ask his wife and children. His personality? Well, that would include all of the DEFECTS that have been so prominently on display and are now a part of YOUR brand – and thus your business. His obsession with results? Now we all know what else he obsesses on to get his desired results. And he obviously could not withstand his own ‘personal pressure.’ Does Tag Heuer obsess on that as well? Ewww. Wouldn’t want THAT on my arm. What a weird kind of loyalty Tag Heuer has…it makes me wonder, loyalty to what and to whom?

It wasn’t until I was sitting in my car, in one of those rare moments of quiet solitude, waiting, that I realized why this Tag Heuer issue has disturbed me so. I happened to pick up a little book, Coach Wooden’s Pyramid of Success Playbook, by Jay Carty and John Wooden, the Basketball Hall of Fame icon whose success, as both a player and a coach are legendary. The following quote immediately made me think of the Woods – Heuer situation:

“Loyalty, however, is more that emulating someone’s looks, wardrobe or music. That is attachment or identification. True loyalty comes into play when we add concepts such as devotion, duty, faithfulness and commitment.”

Woods had no loyalty to his wife or to his children. Or to any of the other women/ business partners/sponsors/etc in his life. He was acting on his own, playing a solo game, a partner to no one. His behavior defies this definition of loyalty on all counts. It, in fact, truly DEFILES it. And Tag Heuer’s loyalty to Woods completely misses the mark. Their loyalty should be to their consumer and to the damaging branding that this action creates of their corporate image. Will they be faithful, committed, and devoted to the family institution? To the good morals that we all hope and strive to raise our children with? Or will Woods’ continued face on their billboards laugh in all of OUR faces at that? Will they perpetuate the stereotype that if you are a sports star you are above reproach, celebrated even, for your bad behavior? It would be deduced then, that Tag Heuer wants their customer to attach and identify with that behavior, which their brand is now attached to and identified with.

So take note, Tag Heuer, Woods’ private life IS as much your business as his face, personality, performance, and obsessions are YOUR business. Bravo to Gillette and Accenture for cutting or censuring ties with Woods. Nike? Electronic Arts? Ah well, I always like the Addidas logo better anyway….