Gillette will not renew its endorsement deal with Tiger Woods

The Gillette brand has announced that it will cut ties with golfer Tiger Woods at the end of the year.

The brand, known for its shaving products, used Woods, Roger Federer, Lionel Messi and dozens of other athletes as part of its three-year "Gillette Champions" marketing campaign, reports News.com.au.

Now Owner Procter & Gamble Co said it was phasing out that program and not renewing the contract with Woods and several other athletes.

It stopped using Woods himself in the campaign months ago.

The golfer was once the most sought-after pitchman in sports.
However, many corporations cut ties or distanced themselves from Woods after last year's revelations of marital infidelities.

Accenture LLP, AT and T Inc and Gatorade all dropped Woods as an endorser.

Companies such as Gillette and Tag Heuer didn't end their relationships outright but stopped featuring him in advertisements.

Gillette is also letting its contracts with other athletes, including soccer players such as Messi, Thierry Henry, and Kaka end as part of the conclusion of the marketing program.

Gillette, however, was keeping some of the athletes - such as Federer, NHL star Alex Ovechkin and New York Yankees captain Derek Jeter - for new local marketing campaigns.