EA Sports sticking by Tiger Woods
The world's most famous golfer, Tiger Woods, endured a torrid 2009, capping off the year amid a storm of controversy surrounding the star's personal life.
A number of big sponsors have already dropped Woods following allegations of infidelity, and while Woods is taking a break from golf to patch things up with his family, EA Sports are sticking with their PGA poster boy.
"Our relationship with Tiger has always been rooted in golf. We didn't form a relationship with him so that he could act as an arm's length endorser. Far from it," EA Sports boss Peter Moore explains.
"We chose to partner with Tiger in 1997 because we saw him as the world's best, most talented and exciting golfer. We struck that partnership with the assumption that he would remain near or at the top of his sport for years to come.
"By his own admission, he's made some mistakes off the course. But regardless of what's happening in his personal life, and regardless of his decision to take a personal leave from the sport, Tiger Woods is still one of the greatest athletes in history."