Apparently we don’t live in a society where you can just use someone’s name and likeness without their permission (Gee, who knew?).
This is news to PETA.
Inexplicably, they thought that they could use Tiger Woods image on a billboard, without obtaining Woods permission, and Woods himself wouldn’t have a problem with it. Obviously, that’s not the case.
Tiger Woods’ lawyers recently took a bite out of PETA. This is according to reports that PETA may be repealing its billboard using Tiger Woods’ image and his recent sex scandal to sell pet owners on the idea that they should always spay or neuter their animals. Just a few hours ago, PETA released a statement saying “In light of conversations we have had with Mr. Woods’ attorneys, plans to run our billboard are on hold at this time.”(via DimeWars)
This, unfortunately for Tiger, is the way the law works today; for sports figures, or anyone else. PETA, has knowingly used Tiger Woods image without his permission, generated a slew of publicity regarding their usage (i.e. the billboard has already made the rounds online) and now they’ll probably never run the ad because they’ve already been put on notice by Woods’ team about the unauthorized usage of Woods image and likeness, and they don’t want to fight a losing legal battle.
Clearly, for those of you working in the sports agency or sports sponsorship industry, you can never give your client too much advice on “doing right”. But, you certainly can’t tell a client what to do with their lives, especially when it involves a non-sports incident. You are limited to a much more reactionary posture, which is obviously not preferred, but you do need to make it a point to be as proactive as possible…even in a reactionary position. You never know when a company or organization will feign ignorance to the law, and you need to be sure that you can prevent any further damage to the client or company you represent as quickly and efficiently as possible. Sure many people have at least heard about the PETA billboard or even seen it…but that number could still pale in comparison to the increasing number of eyes that would see a prolonged media campaign based around the bill board itself.
Its not the best situation, but you need to make the best of the situation, whenever possible.
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