A Faustian contract? When a sport star's media coverage goes bad

Belsey (1992:85) wrote that those seeking publicity cannot claim the protection of privacy when the publicity goes sour and they “…discover the negative side of the Faustian contract …” A prominent sporting figure who has recently seen both sides of that contract is international golfing star Tiger Woods, who has had to deal with ongoing sensational media coverage of his personal life. This paper examines the coverage of Woods and how his attempts to keep his personal life out of the public gaze might have further impacted on his public image, and his relationships with the media and with sponsors. It argues that these attempts to delay the confirmation and even the publication of the media stories may have done further damage to his image. The paper also examines the tension between a sporting personality’s need for publicity and their desire to keep their private life private.