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SBD/1/Sponsorships Advertising Marketing
THE REID THING: 13-YEAR-OLD HAS ENDORSEMENTS AND AN AGENT
Published December 1, 1997
The marketing of 13-year-old Australian tennis prodigy Todd Reid was examined by Robin Finn of the N.Y. TIMES in a front-page feature. No 13-year-old male tennis prospect "has ever pocketed this much money or generated this much hype." Reid: "I don't really know how good I am, but it's nice to get all the free stuff" (N.Y. TIMES, 11/30). TOO MUCH, TOO SOON? Reid, whose agent Pete Colbert also acts as his legal guardian, "already boasts five corporate sponsors and a three-year tennis scholarship" to the Bollettieri Sports Academy in FL. Colbert signed sponsorship deals with Qantas, KFC, Head and adidas, which enabled the Reid family to send him to Bollettieri's academy. Todd's father Bob Reid, on his son's sponsorship deals, which total a reported $350,000: "I think there's a difference between exploiting someone and trying to build them a comfortable future." Finn added that "while there is confusion as to whether Colbert initiated contact" with agencies IMG and Advantage Int'l over representing Reid, both agencies say that Colbert "was looking for too much, too soon." IMG's Gavin Forbes: "We suggested to Peter that he should slow it down a little" (N.Y. TIMES, 11/30). LOCAL LEVEL: KFC, which estimates its investment in Reid at the "low-level six-figures" over three-years, is hoping to use its ties to Reid "for a future challenge to McDonald's, a prominent sponsor of Australian tennis." KFC Regional Marketing Dir Greg Creed: "It's about investing some money behind a young kid who needed help. ... And I'd have to say I was a little surprised at the level of exposure that's been provided" (N.Y. TIMES, 11/30).