SBJ/June 23-29, 2014/Marketing and Sponsorship

Tennis’ Bouchard becomes face of Coke and Diet Coke in Canada

Photo by: DETLEF SCHNEIDER
Eugenie Bouchard has signed her first major off-court endorsement deal since making the semifinals of the first two Grand Slam tournaments of the year.

Bouchard will be the face of Coke and Diet Coke in Canada, her home country, in a three-year deal. As part of the agreement, Bouchard will be integrated into advertising, retail activation and experiential marketing efforts for the brands.

The world’s No. 13-ranked player as of last week, Bouchard is viewed as an up-and-coming player who could become a marketing star on the WTA Tour.

She has existing deals with Nike, Babolat, Rogers Communications, USANA and Pinty’s foods.

Lagardère Unlimited represents her.

“Her demeanor both on and off the court embodies happiness and active, healthy living; and because of this, she is truly an inspiration to Canadians and a perfect fit for our company,” said Michael Samoszewski, vice president, sparkling business unit, Coca-Cola, in a statement included in a release due out this week.

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