Question 2 of Case

Case: Maria Sharapova: Marketing a Champion

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Dale 97660052

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Jenny 97493653

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2. What should the team’s general marketing strategy be for Maria Sharapova?

After her 2004 Wimbledon victory, Maria Sharapova closed a range of highly lucrative endorsement deals, making her the highest-paid female athlete in the past few years.

|Endorsement deals |Former Endorsement deals |

|Canon |Motorola |

|Cole Haan |Gatorade |

|Land Rover |Tropicana |

|Nike (athletic shoes & apparel) |Colgate-Palmolive |

|Parlux Fragrances (perfume) | |

|Prince (tennis racquets) | |

|Sony Ericsson | |

|Tag Heuer | |

|Tiffany & Co | |

She is represented by IMG, which is widely regarded as having developed best practices in the female athlete’s area. And it turned out that Maria Sharapova, her agent Max Eisenbud, and other IMG executives had very interesting ideas about what constitutes the best marketing strategy for a star athlete. Eisenbud encourage Maria Sharapova only to take interviews after she has won, “it is very important...