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精彩推薦：英語點津2009年度十大新聞熱詞
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幾周之前，深陷偷情丑聞的伍茲宣布無限期退出高爾夫球壇，隨之而來的便是他眾多的贊助商宣布結束贊助合同。有數據表明，因為伍茲的偷情事件，贊助商們的股票縮水大約2.3%，折合美元大約120億，換句話說，伍茲的丑聞讓擁有這些贊助商股票的人們損失了大約120億美元。進行此次數據分析的兩位經濟學家表示，公司找像伍茲這樣的名人做代言的好處是顯而易見的，不過，由此導致的不利影響也不容忽視。而在丑聞出現之前，有關人士曾預計伍茲一年內的廣告代言收入將達到1.05億美元。
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Tiger Woods's affairs may have cost shareholders in some of his major corporate sponsors up to $12 billion (￡7.2 billion) according to a study by US economists. |
Tiger Woods's affairs may have cost shareholders in some of his major corporate sponsors up to $12 billion (￡7.2 billion) according to a study by US economists.
The figure was reached by two economics professors who examined how nine of Woods's sponsors fared on the stock market in the weeks after his mysterious late night car crash outside his Florida mansion on Nov 27.
They said the collective market value of the sponsors fell 2.3 per cent as revelations about Woods's private life emerged over the following weeks, with Gatorade and Nike being among the worst hit.
Losses for the sponsors slowed by Dec 11, the day Woods made a public announcement that he would take an "indefinite hiatus" from professional golf. However, by Dec 17, shareholders had still not recouped their losses.
The study, conducted by Professor Victor Stango and Professor Christopher Knittel at the University of California, Davis, concluded that the shareholders had together lost somewhere between $5 billion (￡3 billion) and $12 billion (￡7.2 billion).
One of the sponsors, consulting firm Accenture, had experienced "no ill effects," according to the study. Accenture distanced itself from Woods on Dec 13, saying he was "no longer the right representative" for the company.
There were a number of caveats to the study, including that many of the sponsors are subsidiaries of larger companies.
However, the professors concluded: "The overall pattern of losses at the parent companies is unlikely to stem from ordinary day-to-day variation in their stock prices.
"Our analysis makes clear that, while having a celebrity of Tiger Woods' stature as an endorser has undeniable upside, the downside risk is substantial too."
Before the scandal it was estimated that, over the course of a year, Woods could expect to earn about $105 million (￡66 million) in income from advertising endorsements.
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(Agencies)
（中國日報網英語點津 Helen 編輯）
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