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SBD/August 27, 2014/Marketing and Sponsorship
Serves & Volleys: Eugenie Bouchard Balancing Tennis, Commercial Opportunities
Published August 27, 2014
MY MARIA: ABC's Rebecca Jarvis last night examined the U.S. Open and noted the event is where "glitz and glam meet serves and sweat." She noted Sharapova due to her "supermodel looks and killer strokes ... has been No. 1 on Forbes' list of top-paid female athletes for 10 years in a row." Her on-court success has "catapulted her into a fashion icon and businesswoman," and she "helped sketch her own Nike dress for the Open." Sharapova said, "I've always enjoyed seeing something come alive from nothing, whether it's an idea or an object" ("Nightline," ABC, 8/26).
SERVICE POINT: ADWEEK's Lauren Johnson noted the USTA "is getting high tech in order to move merchandise and memorabilia for this year's U.S. Open." The organization has created a section "within the Open’s website that pulls in user-generated content tagged with tournament-themed hashtags and keywords from Facebook, Twitter, Instagram and Vine." A system "built into the site detects clothing and other products in a picture and then matches it up with merchandise." A "Shop now" button "next to each photo links to the USTA’s e-commerce site, where consumers can buy the product" (ADWEEK.com, 8/26).