SBD/January 15, 2013/Marketing and Sponsorship

Red Bull Signs First Tennis Player Sponsorship With Victoria Azarenka

Azarenka's Red Bull agreement comes on top of deals with Wilson, Nike and Citizen
Victoria Azarenka’s team at Lagardère Unlimited yesterday announced a multiyear endorsement deal with Red Bull, making the No. 1 ranked player in the world the "first tennis player signed by the beverage giant,” according to Kristi Dosh of ESPN.com. Lagardère Unlimited Tennis Division Talent Marketing Dir Drew LeMesurier said, “She has a certain swagger about her consistent with the Red Bull culture.” Azarenka joins Red Bull’s “growing stable of athletes outside of the action sports world.” Other Red Bull athletes in U.S. pro sports include Clippers F Blake Griffin, Celtics G Rajon Rondo, Nets G Deron Williams, Giants P Tim Lincecum and Cowboys LB DeMarcus Ware. Dosh noted the Red Bull deal “adds to Azarenka’s growing stable of corporate partners.” She started last year “with a new Wilson racket deal, worth more than $2 million over four years.” She also re-signed with Nike “in a deal estimated to bring in approximately $4 million annually if she stays ranked in the top five.” Other sponsors include Citizen Watch, AmEx and Six Star Nutrition. LeMesurier said that Citizen “wants to use Azarenka more in the style and fashion landscape and points out she’s already in their ads in InStyle magazine” (ESPN.com, 1/14).
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