On Dec. 31, AT&T announced that it was dropping its sponsorship of Tiger, including its sponsorship of his PGA golf tournament.

Others stood fast -- and the price they paid may have been steep: A study by finance professors at the University of California, Davis, estimated that shareholders of such Tiger Woods-endorsed stocks lost between $5 billion to $12 billion in market value since the Tiger sex scandal broke -- although a recent review of the researchers' methodology by the Wall Street Journal raised significant doubts regarding that conclusion.

Despite all this -- and the seemingly irreparable harm done to his once good name -- it is worth nothing that Woods Forbes' still managed to make it to the top of Forbes'"Fab 40" list of the most powerful sports brands; with an estimated value of $82 million.

In fact, Woods' value still reportedly exceeded that of some of the biggest names in the sports world combined, topping David Beckham ($20 million), tennis player Roger Federer ($16 million), NASCAR driver Dale Earnhardt Jr. ($14 million) and National Basketball Association stars LeBron James ($13 million) and Kobe Bryant ($12 million).

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