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Tiger Woods will continue his relationship with Tag Heur, but his role may be modified.

A Tag Heuer ad with Tiger Woods

A Tag Heuer ad with Tiger Woods.

Photo By Courtesy Photo

TAG FOR TIGER: Tag Heuer is standing by Tiger Woods. Contrary to speculation in the press, the Swiss watch brand plans to “continue its relationship” with the troubled golf star, who has been a brand ambassador since 2002. Tag said over the weekend, however, that it planned to “modify” Woods’ role in the coming months’ marketing programs in order to respect Woods’ desire for privacy. “The partnership with Tiger Woods will continue,” said Jean-Christophe Babin, president and chief executive of Tag Heuer, “but we will downscale the use of his image in certain markets for a period of time, depending on his decision about returning to professional golf. We will continue to actively support the Tiger Woods Foundation.” The company said its relationship with Woods has always been “extremely professional and productive.”

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