SBD/17/Sponsorships Advertising Marketing


     The off-the-court success of Luke and Murphy Jensen is
examined by Robert Frank in this morning's WALL STREET JOURNAL.
For the Jensen brothers, the game is "about entertainment, image
and marketing," and Frank writes, "If any sport could use an
infusion of energy, it's tennis."  Despite being ranked 23rd in
doubles, the Jensens could have one of the longest sponsor lists
in the game.  Prince, Oakley Eyewear, Hugo Boss, Ebel Watch, and
CNS, Inc. have signed on with the pair, who also have their own
line of Adidas clothing and a music CD.  Washburn Guitar is about
to manufacture a Jensen guitar shaped like a tennis racquet and
Prince will roll out a set of junior rackets using the Jensens as
the national selling draw.  The deals reportedly earn them more
than $1M a year each, and sponsors "couldn't be happier."  Rich
Margin, VP/Marketing for Prince: "Frankly, we would like to see
them win more.  But right now, it seems the fans support them
either way."  An Adidas exec "contends that losing so much might
even be a plus," because it gives them more time to sign
autographs and meet with fans.  Adidas National Promotion Manager
Soosie Lazenby-Johnson: "Real kids have trouble relating to the
guy on center court who's always winning.  They understand the
Jensens ... kids who might lose, but have a great time and look
cool" (WALL STREET JOURNAL, 5/17).
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