Tiger Woods Sex Scandals Cost Him $25 Million in Endorsements

It's being reported that the company which represents golf superstar Tiger Woods lost $4.6 million from the sex scandals that plagued Woods late last year and into this year. If that's the case, then this means that Woods himself lost approximately $25 million. The major deals lost by Woods as a result of the scandal were his endorsements with AT&T, Accenture and Gatorade.

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Are They Lying to You?

We have erectile tissues in our noses, which engorge with blood when we lie. This causes a tingling or itching sensation that requires a nose touch to satisfy. The absence of a nose touch doesn't guarantee truth, but the presence of a nose touch often means deception

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Are They Lying to You?

How many times has your business suffered because you trusted the wrong person? If you're like most people, you've been lied to thousands of times.

But you don't have to be a victim. Here are seven subtle cues that often mean a person isn't being completely honest with you.

Are They Lying to You?

When we lie, we force our brain to pretend that the lie is true, that the truth is a lie and simultaneously remember that the real truth is that each is the other. This process of deception taxes our cognitive ability to think efficiently. So when we lie, we pause longer and speak slower than normal and often experience speech disturbances that serve as gap fillers, such as "um," "er" and "ah."

Are They Lying to You?

When our words and our body language don't agree, our communication is incongruent. Imagine that you ask a salesman if he can assure your delivery will be on time. If he explains how certain he is about it being on time while also shaking his head--as if non-verbally saying "no"--he is incongruent. When this sort of incongruence occurs, you would do well to believe the person's body over his words.

Are They Lying to You?

We rub our necks because of the stress we experience when we feel that an obstacle may be insurmountable. Let's say you're interviewing a potential employee and when you explain the expected duties, he also begins to rub his neck . This probably means he doesn't feel he'll be able to accomplish the duties. And if someone believes that they can or can't do something, they're probably right.

Are They Lying to You?

An eye rub is an indicator of disbelief. Let's say you have an important computer keystroke sequence to teach a new employee. The employee begins to rub her eyes even while verbally affirming your statements. This probably means that she doesn't believe you or disagrees with your instruction. Many subordinates feel uneasy about disagreeing with the boss, but their bodies don't hesitate.

Are They Lying to You?

We upwardly inflect our words when asking a question. You may have noticed that some salespeople will upwardly inflect certain statements of fact. This is a red flag that should alert you to potential deception. If a salesman upwardly inflects his words, you should disregard this statistic and be suspicious of him altogether.

Are They Lying to You?

In the study of graphology, hollow letters represent honesty. Anything that disrupts a hollow letter could indicate deception. Pretend you find a note from your top salesman on your desk. His note indicates that he went to visit his sick mother. You notice that every "o" in his note has some sort of mark interjected into the hollow space of each letter. You would be right to be suspicious of the facts in the note.

Are They Lying to You?

The source says that Woods earned $64 million of his endorsement dollars last year before the scandal broke. IMG, the company that represents Woods, also did quite well, earning a profit of $85.3 million.

One of the deals that Tiger Woods was able to keep during the scandal is the one he has with Nike, who signed him in 1996. Since signing Woods, Nike Golf has become one of the fastest growing brands in all of sports, with over $600 million in sales each year. The company took the unique step of tying nearly every aspect of its golf brand to Tiger, getting even more entrenched with Woods than they did with Michael Jordan. In the case of Woods, Nike purchased nearly every aspect of Tiger's brand, including the hats, shirts and shoes he wore, and even made contracts regarding whether or not Tiger would wear Nike gear in commercials for other companies. Nike never did that with Jordan.

This was supposed to be the year in which Tiger Woods surpassed a billion dollars in career earnings. With the recent setback, he is not likely to reach this mark. Also, with the possibility of an expensive divorce looming, Woods may be starting his wealth building from scratch. Tiger's wife, Elin Nordegren, has reportedly demanded $750 million in a divorce settlement, along with full custody of the children. Although most don't expect Elin to land a deal of that magnitude, it's not out of the question for her to walk away with nearly half a billion for her troubles.

Making matters even more challenging for Woods, he has yet to regain his reputation as a dominant force on the golf course. Anyone watching PGA golf this year has noticed that Tiger has yet to dominate any tournament as he has done in the past. Also, the tour announcers seem ever-so-determined to shine the spotlight on other golfers who DO NOT have to go to sex addiction clinics. It will be interesting to see if Woods can make a comeback, but then again, the term "comeback" is relative: Woods is still the No. 1 ranked golfer in the world. It seems that when he simply wins but doesn't win convincingly, we somehow feel that he's lost his swag. His past greatness has spoiled us all, as we know what he could be again.

Dr. Boyce Watkins is the founder of the Your Black World Coalition and a Scholarship in Action Resident of the Institute for Black Public Policy. To have Dr. Boyce commentary delivered to your email, please click here.