What in the name of Tiger Woods is going on now?

The newest tidbit of information to come out of Tiger-Gate?  Elin Nordegren, Tiger’s wife, may now have an endorsement deal with Puma.

I’ll give you the requisite moment.  It’s okay…I took one as well.

More info from TMZ (wait, what?),

While Tiger Woods is losing sponsors left and right, TMZ has learned his wife, Elin Nordegren, is “very close” to signing a deal of her own…and the company happens to be Nike’s archenemy — Puma.

An official from Puma — the athletic wear company — has confirmed they are in “internal discussions” to sign Elin as a spokesperson for a new Swedish-inspired clothing line called Tretorn.

The rep tells us Puma is after Elin because they feel she’s “a good brand fit.” (via TMZ)

First off, as much as I hate to say it, how long is it before people start to respect TMZ as an actual news site?  They broke the Michael Jackson death, the Tiger Woods mistress scandal, and now the Elin potential sponsorship deal…What are the “real” news outlets doing, letting a gossip site beat you to the punch on all of these stories?

That aside, if Puma was ever looking for a star of right now that just happens to be a model, this is the perfect fit.  There is so much positive publicity around Elin’s name right now, in part because of the negativity around Tiger’s, that it really makes sense to get her involved in something.  Add to that the fact that she’s a model, and she’d be advertising products for a company that is in competition with Tiger?  It such a strong public interest story, it almost seems like Puma would be able to sell merchandise without the quality of the product even being brought into question (well, not exactly, but you get my drift).

Some more about Tretorn, from Puma’s site:

Established by Henry Dunker in Helsingborg, Sweden at the end of the 19th century, Tretorn takes inspiration from its Scandinavian roots and carries this vitality of spirit throughout its collection of leisure shoes, rubber boots and tennis balls.

Tretorn’s expertise in rubber-made products demonstrates a consistent commitment to quality and brand over hype, offering a collection most appreciated by those with a practical sensibility and a lifestyle largely enjoyed outside.

Update:  According to CNBC’s Darren Rovell, Puma itself is not interested in Elin as a sponsor, but no one has denied the possibility that Tretorn is interested in Elin for sponsorship.  Developing…