Serena Williams, currently "bearing down on the historic possibility of winning four Grand Slams in one calendar year," is at the "height of popularity right now, and there's no shortage of brands looking to cash in on her success," according to Patrick Kulp of MASHABLE. Marketing Evaluations Exec VP Henry Schafer, whose company publishes Q Scores, said that Williams "is one of only a few big-name tennis stars whose fame has spilled over from core tennis fans into the public at large." Kulp wrote Maria Sharapova "is on the verge of breaking into the mainstream, but she still lags behind Williams." However, Schafer said that among people who make $100,000 or more per year, Sharapova "has the definitive edge in popularity." The appeal "is evident in the sprinkling of luxury brands that have chosen her to sell their products: Porsche, Tag Heuer and Avon Fragrances." Still, as Williams' success "propels her from the tennis world to the larger realm of pop culture, her star power becomes impossible to ignore." The buzz surrounding Williams "has lured a whole new set of advertisers to this year's U.S. Open for the first time, including Dick's Sporting Goods and Beats, who are likely interested in the younger, more diverse crowds that Williams draws" (MASHABLE.com, 9/8).
CAN YOU HEAR ME NOW? In N.Y., Ben Rothenberg notes Williams "is one of a growing number of tennis players who wear headphones onto the court for matches." She has "profited from the trend, securing an endorsement deal with Beats by Dre that has made her one of the brand’s most visible faces, especially as her Grand Slam pursuit has drawn heightened attention." Many in the "older guard of tennis have taken umbrage at the sight of players’ muffling the sounds of the crowd." ESPN's Pam Shriver said of Williams using headphones prior to a match at Wimbledon this year, "Not acknowledging the crowd -- it just didn’t feel right. ... We still, as athletes, have to appreciate the people who paid for a ticket to be there live and who are, in person, greeting us onto the arena." Beats by Dre CMO Omar Johnson estimated that Beats "had partnerships" with eight tennis players (N.Y. TIMES, 9/9).
SHOPPING SPREE: Williams on Sept. 15 will present her fall Signature Statement Collection during a special HSN.com "Front Row" live stream event from the Kia Style360 N.Y. Fashion Week. After the models walk the runway, Williams will sit down for a brief chat via Periscope to answer questions from fans and announce a special social contest in which several people can win a couture piece from the collection (HSN).
