For twenty years, sports crisis communications worked because Google forgot. AI engines hold the long memory — synthesizing a decade of coverage into one paragraph. From Tiger Woods to Ja Morant, the playbook is being rebuilt.
Endorsement economics in collapse — TAG-Heuer's 2011 decision to drop Tiger Woods, what the cascade of sponsor exits documented about reputation-as-revenue, and how the case study sits inside the broader celebrity-endorsement-fit literature.
Tiger Woods as TMZ-era case study — Michael Sitrick's celebrity-target playbook, the Theodore Forstmann lawsuit, and what the 2010 cycle revealed about how the tabloid economy targeted high-value sports figures during the pre-social-media transition.
The February 19, 2010 Tiger Woods apology statement — agent Mark Steinberg's "no questions" rule, the controlled-environment crisis appearance, and the structural communications move that set the template for celebrity-scandal apologies of the next decade.