When discussing Tiger Woods' fall from grace following revelations of extramarital hanky-panky, the American media make a point of distinguishing his talent from his newly soiled image. Whatever his sins, these media say, they can't take away from his accomplishments on the golf links. However, the damage to his image can have an affect on the game itself.
Forbes magazine estimates that Woods has made $1 billion since turning pro, most of it earned through endorsements. Of course, endorsements for athletes are predicated on performance, but image is nevertheless central to an advertiser's purposes. Most endorsement contracts contain escape clauses for advertisers if the spokesperson is involved in a scandal.
Undoubtedly, Woods' carefully maintained image of integrity went far to help him rack up the 13 sponsors that were supporting him when his SUV had that unfortunate encounter with the fire hydrant Thanksgiving Day night, and so far he's been dropped by at least two of them. This list may grow once contract renewal time comes around.