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TheStreet Open House

Tiger Woods' Worst Year Ever: 2010 in Pictures

Stocks in this article: NKEPEPPGTACNAXPERTSGOLFELY

(Tiger story updated with news of his spilt from Golf Digest)

NEW YORK ( TheStreet) -- From humiliating himself and his sponsors -- and even denting their stock value -- to losing his marriage to the mother of his two children, Tiger Wood's path to self-destruction in 2010 startled the world.

Throughout 2010, TheStreet documented, in pictures, the year in the life of the golfing great -- a year that Tiger and his remaining sponsors are hoping that everyone will one day forget.


In early 2010, U.C Davis economics professors conducted a study that indicated that the Tiger Woods scandal not only hurt the stock market value of his sponsors, but also that of his sponsors' celebrity-endorsement-heavy competitors. "It appears that the scandal sent a negative market-wide signal about the reputation risk associated with celebrity endorsements," UC Davis economics professors Christopher Knittel and Victor Stango said in their report.

Knittel later told the TheStreet that as the Tiger scandal erupted, some consumers who used to buy from Nike (NKE) Golf began buying from Ping or Callaway Golf Company (ELY) instead.

In 2010, Bloomberg also reported that several retailers had seen Tiger's Nike apparel line drop in sales along with his performance. Tiger won no tournaments in 2010 and at one point fell to 83rd place on the PGA Tour money list.

Bloomberg reported that retailers such as Golfsmith International (GOLF), Roger Dunn Golf Shops and Golf Discount Superstore have all seen a softening of the apparel line's sales even as golf apparel sales are generally heating up. An analyst told Bloomberg that Nike derives roughly $650 million of its sales from the company's golf-related products.

Both data and anecdotal evidence suggests a decline in Tiger's Nike apparel line. Bloomberg reported that Golfsmith's 76 stores saw the line's volume fall 7.5% in the first half of the year from the year ago period, while total golf apparel sales grew 11%. The report added that Golf Discount Superstore said it's definitely witnessed the brand's erosion and that Roger Dunn said Tiger's line is pretty much the only apparel line that isn't heating up in sales at its stores. Market Overview

It was a rough year for Tiger on all fronts -- not only did he experience what many see as the lowest point of his career, Tiger's marriage officially dissolved.

Click on for the images of an unlikely collapse -- and the companies (and stocks) that paid the price....

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