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SBD/17/Sponsorships Advertising Marketing
ROCK 'N ROLL BETWEEN LINES; JENSENS A MARKETING SUCCESS
Published May 17, 1995
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).