SBD/January 17, 2012/Marketing and Sponsorship

Tall Tale: Tennis Player John Isner Signs Four-Year Deal With Lacoste

Isner will be a brand ambassador both on and off the tennis court for Lacoste
Lacoste yesterday announced it has signed U.S. tennis player John Isner to a four-year deal in which Isner will become a brand ambassador both on and off the court (Lacoste). SPORTSBUSINESS JOURNAL’s Daniel Kaplan notes Isner had “worn Nike since even before his college days” at the Univ. of Georgia, but his deal with the company “expired at the end of 2011. Lagardere Unlimited's Sam Duvall, Isner's agent, said that the main interest in Isner "came from Lacoste and several Chinese brands.” Duvall added that Lacoste’s “prime interest in Isner may not necessarily be his tennis, but his height.” The company recently launched a big and tall line, and Duvall said that the 6' 9" Isner “is expected to be part of those marketing efforts.” Kaplan notes the deal will guarantee Isner “around mid-six figures annually, though performance could significantly increase the amounts well into the seven figures” (SPORTSBUSINESS JOURNAL, 1/16 issue).
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