Gillette Will Limit Tiger Woods' Role in Ads

Gillette today became the first major sponsor of Tiger Woods to distance itself from the scandal. It did not drop him entirely, however. "As Tiger takes a break from the public eye, we will support his desire for privacy by limiting his role in our marketing programs," said a company statement. Other sponsors, including AT&T and the consulting firm Accenture, are still trying to gauge the fallout.

Nike, which built its $650 million golf business around Woods, said yesterday it supports his decision to take a break from pro golf. Gatorade, a unit of PepsiCo Inc., said previously it supports Woods. He hasn't been seen in a prime-time television commercial since a Gillette spot on Nov. 29. (Read more Tiger Woods stories.)