Article about Kournikova vs. Sharapova endorsements

Discussion in 'General Pro Player Discussion' started by Kevin Patrick, Jul 2, 2004.

  1. Kevin Patrick

    Kevin Patrick Hall of Fame

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    Some interesting points:

    "But so far, Sharapova has only a handful of endorsement deals -- Nike, of course, in a relatively modest deal; Prince, her racketmaker in a five-year deal reportedly worth $750,000; NEC computers, for which she appears in a Japanese commercial; and Speedminton, a combination of tennis, badminton and racquetball."

    "From a sponsor's perspective, cutting a deal now would be for her potential, not her current fame, which is still pretty modest. A survey done in April by Marketing Evaluations Inc., the research firm that does the Q ratings used by advertisers to judge an endorser's appeal, found that only 23 percent of sports fans knew who she was.
    Even with the prestige of Wimbledon, that number is not going to shoot up overnight. Only about 3 U.S. million homes will likely tune in to her finals match versus Serena Williams Saturday, which airs early in the morning (9 a.m. EST) on a busy holiday weekend."

    Chown said there's still more interest among advertisers in signing Kournikova, despite the fact that her competitive tennis career is somewhere between on hold and over right now, at age 23.

    "I don't think that the consumers who are being targeted by the brands using Anna Kournikova care much about her tennis success or failure," said Chown. "She's transcended the sport and made herself into a sex symbol."

    Some day, Sharapova's on-court success -- and her own good looks -- could make people forget Kournikova. But for advertisers, that day isn't here yet

    http://money.cnn.com/2004/07/02/commentary/column_sportsbiz/sportsbiz/index.htm
     
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  2. Datacipher

    Datacipher Banned

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    Yes, interesting. She really has not made as much of a splash on the scene yet, I don't think she stands out as much(look wise) as Kournikova did when she made her debut. There are a few more svelte atheltic blondes out there now....but with a marketing push who knows? Very early on, nobody outside of tennis new Anna either.

    And you never know, maybe some sponsors are bit more wary after Kournikova flopped tennis wise. She did become a star celebrity anyways...but think of how much bigger she could have been had she been taking home slams as well...she would have been the queen of all we know...lol
     
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  3. Tenny

    Tenny Professional

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    AK?

    Funny, I've never thought AK attractive... Sex symbol? No way. I don't get it.

    Sharapova is a good looking girl (well, only not-so-good looking parts are her shoulders-too high) but if I have to pick one good looking female tennis player...

    http://tennisrulz.com/players/kirilenko/

    Maria Kirilenko would be my answer. Are they (2 Marias) gonna play another doubles tournament? I hope so.
     
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  4. Datacipher

    Datacipher Banned

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    Re: AK?

    Funny in that picture, she looks to me a lot like a female Stefan Edberg, not sure exactly why.
     
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