A company does not build its reputation solely upon the goods it produces or services it provides. While this component is vital, establishing and maintaining good rapport with the community is multifaceted. People want to know that a company is more than a mere sum of working parts; it needs to be humanized through philanthropic acts and involvement in outreach programs. It also has to be genuine, not some means to acquire sales – and it’s easy to distinguish between the two.
Just last week, Acura announced its three-year deal to support the efforts of the Tiger Woods Foundation. Though no dollar amount was announced, the Japanese automaker will lend vehicle and financial support; the first appearance of this new deal will occur at the 2014 Quicken Loans National Tournament next weekend at the Congressional Country Club in Bethesda, Maryland. Acura and the 180 vehicles lent for tournament use will be present on two future dates.
Mike Accavitti, Acura Division General Manager, believes that this partnership “further strengthens Acura’s already deep ties to the game of golf, while benefitting an organization that is advancing educational efforts critical to this nation in the areas of math, science, and engineering.”
Both parties stressed that Acura struck the deal with the foundation, not Tiger Woods. That means it is unlikely that Tiger will wear any apparel with Acura logos, according to the automaker’s spokeswoman Jessica Fini. Any appearances of the famed golfer at any Honda events hosted by the foundation’s learning center will be purely coincidental.
ABOUT THE TIGER WOODS FOUNDATION
The Tiger Woods Foundation supports the education of underserved youths, as well as raises funds for scholarships that assist with college access. It was founded in 1996 by Tiger Woods and his father, Earl.
Its original campus opened in southern California with the Tiger Woods Learning Center. The facilities include a 35,000-square-foot educational building that encourages active learning in classes that champion science, engineering, technology, and math for children in grades 5-12. From aerospace engineering to communications, these students enjoy experiences they otherwise would likely never have – and, most importantly – it demonstrates the fun and value of continuing education.
With Acura as its new partner, the foundation will benefit from Honda Motor Company’s knowledge in developing advanced robotics and engineering labs.