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SBD/June 24, 2011/Marketing and Sponsorship
Companies Going To Great Lengths To Promote Relationships With Wimbledon
Published June 24, 2011
DOESN'T MATTER IF YOU WIN OR LOSE: In London, Neil Harman writes Li Na's second-round exit from Wimbledon "will have no impact on her earning power." Next month, the French Open champion will "start to wear a patch promoting a Chinese company that will be the biggest deal" she has done. Li's agent, IMG's Max Eisenbud, was "instrumental in putting together the deals that have established" Maria Sharapova's marketability, and he was "in the perfect place to make the maximum from Li's success in Paris." Eisenbud said, "The win just meant so much in Asia and there are a number of western companies and brands who have seen it as a way to get into China. We already had deals with Rolex and Haagen-Dazs and now Mercedes, and there is a new China deal in the offing that will dwarf those" (LONDON TIMES, 6/24).