"I apologize--to my wife, to my children, to my parents, to the PGA Tour, to sponsors, to the legion of Tiger Woods fans, who I know are stunned and disappointed. In the process of cheating on you, I have cheated myself."
William C. Rhoden, a New York Times columnist, suggests that the world's best and most disgraced golfer step up to the microphone and say exactly that, in person. I agree.
Already, some of Tiger's sponsors are stepping back (Gillette is limiting his involvement in its marketing activities and Accenture removed his image from the home page). Gatorade says it had already decided to discontinue Gatorade Tiger (image above), even before recent revelations. So far, Nike is sticking with Tiger.
It's time for a full and heart-felt apology. Nothing less will do.