As Tiger Woods' private life gets more publicity, companies are reevaluating their cooperation with the golf player. A successful sportsman is always a good tool for companies to communicate their values by sponsoring sportsmen. Tiger Woods is also a tool for many companies (e.g. Buick, Accenture, Gillette, Tag Heuer, Gatorade etc.). Although I don't agree with Woods' behavior, I think the whole reaction from advertisers is really hypocrisy.
Do we remember the Monica Lewinsky affair of Bill Clinton? Everybody was shouting and talking about Clinton in those days, but today those very same people are again buddies of Clinton. These women just want to crush money and publicity from Tiger Woods. He will stay a golf legend. His play demonstrates great merits.