One assumes it didn't happen by text.
But, according to The New York Times, AT&T has announced, in a very brief statement, that it will no longer associate its fine name with Tiger Woods.
Accenture, Tag Heuer, and Procter and Gamble have already distanced themselves from the world's greatest golfer after he crashed his car and became associated with as many alleged extra-marital affairs as there are clubs in his bag.
Yet it's interesting that AT&T should choose New Year's Eve as the time to announce its decision. It has been a tough year for the carrier, with Verizon deriding its coverage and a survey showing that more than half of iPhone users are unhappy with AT&T's service.
It's almost as if AT&T would dearly love to slap 2009 with a 9 iron, in the hope that it will have a better relationship with 2010.
In truth, the sponsorship of Woods was not a mainstay of the company's commercial thrust. It involved him hosting tournaments, carrying the AT&T logo on his vast golf bag, and AT&T's involvement in some of Woods' charitable work.
However, AT&T is not in and of sports and Woods was never a central figure in its communications. Though it might have been slightly interesting had the company chosen to have Woods lead its fightback against Verizon instead of the scandal-free Luke Wilson.
Wouldn't it have been lovely to see Woods bouncing a Droid up and down on his 5 iron before smashing it somewhere down a distant fairway? A case of Droid Does meeting Just Do It.
The tech company that has perhaps the most problematic dilemma where Woods is concerned is Electronic Arts. Its Tiger Woods PGA Tour series of games is a strong part of its business. Currently, Woods' image still retains pride of place on the EA site.
Although perhaps the wording might need a little revision. Right now, EA chooses to have some interesting words beneath Tiger Woods PGA Tour 10: Feel The Drama. Indeed.