Ohio Univ. Lands Eight-Year Deal With Adidas Could Adidas Buyout UCLA Coach's Contract? Marketplace Roundup Norman Hopes Authentic Deal Grows Brand Globally A’s Sign Fanatics To Run Merchandise At Coliseum NASCAR Adds Hotels For Hope As Partner Costco, Acushnet In Legal Battle Over Golf Balls Wal-Mart To Market In 21 Professional Sports Venues NCAA Tournaments Ads Work Around Off-Limit Players Marketplace Roundup
SBD/January 19, 2011/Marketing and Sponsorship
Venus Williams Again Makes A Splash With Australian Open Outfits
Published January 19, 2011
USE YOUR ILLUSION: USA TODAY's Tom Weir noted Williams' first-round outfit featured a "super-short top that's more of a jersey than a dress." She "explained it was an 'illusion dress' -- with the intended illusion being that she wanted to appear nude by wearing flesh-colored shorts." But she added she "decided not to" wear the flesh-colored shorts "at the last minute." Williams instead wore black shorts under her dress (USATODAY.com, 1/18). Williams: "I just decided to wear the black ones. But, you know, it's just about focusing on the dress and not anything else. I mean, I had black shorts under" (ORLANDOSENTINEL.com, 1/18).
UNDEREXPOSED STAR: SI's Jon Wertheim profiled No. 1-ranked player Rafael Nadal and noted he is "indisputably a global star," yet his endorsement portfolio is estimated at $17M, "less than one third" that of Roger Federer. Nadal "remains underexposed ... in the U.S., in particular." Some of this is "due to his English, which is still endearingly flawed." But "perhaps more important, Nadal has no use for the trappings of fame," as "award-show appearances and celebrity 'brand extensions' just aren't part of his M.O." Last year he "appeared as an awkward bystander in a Shakira video; now it's among his least favorite conversation topics." He also landed a deal with Richard Mille, a watchmaker whose watches sell for "as much as $500,000," and "sure enough, Nadal lost the watch." His reps "consented to an interview but declined a photo shoot" for the story (SI, 1/17 issue).