NEW YORK ( TheStreet) -- Nike has been vocal about its support for Tiger Woods in its sponsorship deal, even as Tiger attempts to weather the media storm that has descended on his personal debacles.

But on Monday, Nike's ( NKE) chairman and co-founder Phil Knight took the company's fervent support for the legendary golfer to a whole new level when he said that history will barely register Tiger Woods' infidelities when it looks back at his career.

Knight says that Woods-type scandals hasn't changed Nike's athlete-focused branding strategies. It's all "part of the game," he explains.

> > Tiger Woods Stock Index

"When his career is over, you'll look back on these indiscretions as a minor blip, but the media is making a big deal out of it right now," Knight tells SportsBusiness Journal in an interview. In fact, Knight still maintains that Woods' character has been exceptional, even as disappointed fans and sponsors continue to digest in disbelief the mounting revelations of his philandering ways.

"Obviously, he was one we checked out and he came out clean, and I think he's been really great," Knight tells SBJ. For Knight, building a brand around athletes always carries a certain risk that even the careful vetting of character can't prevent, but Woods has continued to impress him.

Many readers of TheStreet.com might disagree with Knight's views, given that the majority of respondents in our Tiger Woods poll last week said they think sponsors who are backing Woods are making a mistake.

Those readers are probably now applauding Accenture's ( ACN) decision to end its deal with Woods following his decision to take an indefinite hiatus from professional golf.

Meanwhile, P&G's ( PG) Gillette division says it will begin reducing Wood's role in its marketing plans, while AT&T ( T) and Tag Heuer say that they are reviewing his contracts with them.

-- Reported by Andrea Tse in New York

RELATED STORIES:







>>See our new stock quote page.

Follow TheStreet.com on Twitter and become a fan on Facebook.
Copyright 2009 TheStreet.com Inc. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.

If you liked this article you might like

Nike Headed for Serious March Madness as Stifel Sees 17% Upside for Stock

Nike Headed for Serious March Madness as Stifel Sees 17% Upside for Stock

Dow Soars Over 250 Points to Post Its Fourth Straight Day of Gains
3 Attractive ETFs for a Turbulent Market

3 Attractive ETFs for a Turbulent Market

3 Ways Under Armour is Acing Its Turnaround

3 Ways Under Armour is Acing Its Turnaround

Is Under Armour Starting to Win the Sneaker Wars?

Is Under Armour Starting to Win the Sneaker Wars?