If advertisers are smarter than they used to be, the dollars handed out for the endorsements of this year’s crop of Olympic champions will be lighter than in the past. Call it the new “Tiger” rule.

Simply identifying your brand with a celebrity athlete superstar is not as simple as it was when Nike tied it shoestrings to the high-flying Michael Jordan years back. There needs to be a legitimate and meaningful link to the athletes, otherwise it looks contrived and lacks punch.

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One would hope that the recent fall from grace by Tiger Woods would make testing the waters a bit more worrisome too. After all, who looked more squeaky-clean then Tiger Woods? Who knows what lurks in the closets of the Flying Tomato or the Downhill Golden Girl? Personally, I would work on investing in a meaningful brand message and leave the endorsement routes to those that have really nothing to say.