With ace golfer and all around perfect human, Eldrick Tont (AKA Tiger Woods) issuing a public apology for doing something imperfect, his sponsors have been quick to come to the defence of the popular and successful star.
"Our strong relationship with Tiger for more than a decade remains unchanged. We respect Tiger's privacy, we wish him a fast recovery and we look forward to seeing him back on the golf course", were the words of an EA statement issued to the press.
Interestingly from the old 'morality' point of view, David Carter, executive director of the Sports Business Institute at the University of Southern California, tells the Telegraph
, "Fans tend to be very forgiving. As long as he stays out of trouble he's likely to be forgiven.
"He has allowed other parties to dictate the timing of the story. He's been playing defence. He needs to step up and get control of the timeline."
Remember readers, when doing something imperfect, you must dictate the timeline!