Use of Image Is Everything, Where Woods Is Concerned

Tiger Woods stood his ground Thursday in his criticism of the PGA Tour, saying his complaint is about getting control of his own marketing rights, not about more TV money.

He also refused to rule out leaving the PGA Tour if the issues aren’t settled.

“A lot of guys feel this way on tour,” he said on the practice green at the American Express Championship.

“We’re just wanting to get our rights back, and not having these implied endorsements. There’s a lot the public doesn’t understand and doesn’t know about.”

Woods, whose impact on the game has been a driving force in the record level of prize money on the PGA Tour, said he would meet with Commissioner Tim Finchem “when we can all sit down,” but he did not set a time.

“It’s not about getting a cut of the TV revenue,” Woods said. “It’s about doing what’s right by the players. The players and the PGA Tour have been bucking heads on a lot of issues. The public has no idea, but we do it all the time.”

Finchem arrived at Valderrama for meetings, but was not expected to be at the golf course until today.

Woods, who is trying to become the first player in 50 years to win 10 tour events in one season, added: “I’m busy this week.”

When asked if he would ever leave the tour, Woods shrugged his shoulders and smiled.

Ultimately, it could all lead to a power struggle between Woods and Finchem, and Woods’ impact on the sport gives him a strong hand.

Along with being the No. 1 player in the world, Woods has become the biggest star in sports. When his five-year, $100-million contract with Nike kicks in next year, his annual endorsements with 12 companies will be worth about $54 million.

One of his strongest complaints is how other companies affiliated with the PGA Tour take advantage of his image.

Mark Steinberg, his agent at IMG, cited the season-opening Mercedes Championship in Hawaii, with a field limited to PGA Tour winners. It runs a congratulatory advertisement with tournament winners every week. Woods has a $30-million deal with Buick.

“Do they have to congratulate a guy nine times?” Steinberg said.

Woods said such “implied endorsements” have occurred after just about every tournament he has ever won. He said he saw a commercial during the Canadian Open that featured him, David Duval and Vijay Singh, even though the latter two did not play that week.

“I don’t know if the tour says, ‘Go ahead and run it,’ or if they just run with it,” Woods said. “We’d like to get an answer, and we deserve that.”

Woods did not say he deserves more of the TV money he is largely responsible for generating.

Shortly after Woods won the Masters in 1997, the tour signed a four-year TV deal worth about $500 million. The next contract will be negotiated this spring.

Money has become the most sensitive issue because Woods told Golf World magazine in its Nov. 10 issue, “In a perfect world, I would be” entitled to a share.

Tour regulations allow the use of player images in tournament-related advertisements, and Woods has agreed to those conditions as a tour member. But conflicts abound.

Last week, Woods won a fall bonus program sponsored by PricewaterhouseCoopers. Woods has a contract with American Express.

Nick Price said the implied endorsements have been going on as long as he has played the tour.

“If he can take on the tour and beat the tour, so be it,” Price said. “I never felt I was strong enough to win. What Tiger has tried to do, a lot of guys have tried to do. Let’s see what happens.”