A new paper by UC Davis professors Christopher R. Knittel and Victor Stango analyzes the impact Tiger Woods has recently had on shareholder value of the companies currently (formerly?) sponsoring Woods. A copy of the paper is here. The paper is short and highly readable. If the authors submit the paper to a journal for formal peer review and publication, I look forward to reading the finished product. At first glance, the authors’ use of endorsor competitors as a quasi-control group appears quite clever.