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Volume 24 No. 156
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Serves & Volleys: Bouchard Becomes Face Of Coke In Canada Via First Major Off-Court Deal

Bouchard has existing deals with Nike, Babolat
Rogers Communications and Pinty's foods
SPORTSBUSINESS JOURNAL's Daniel Kaplan reports Canadian tennis player 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." She "will be the face of Coke and Diet Coke in Canada" in a "three-year deal." Bouchard as part of the agreement will "be integrated into advertising, retail activation and experiential marketing efforts for the brands." She "has existing deals with Nike, Babolat, Rogers Communications, USANA and Pinty’s foods." Lagardère Unlimited represents Bouchard (SPORTSBUSINESS JOURNAL, 6/23 issue).

ALL THAT GLITTERS IS GRASS: Wimbledon is looking to add two new sponsors to its selective roster of commercial partners and said that it could ditch its 77-year broadcast deal with the BBC. The All England Club currently has 12 sponsors -- a mix of long-standing sponsors such as Slazenger, the ball sponsor since 1902, Robinsons, official soft drink since '34, and new sponsors like official coffee Lavazza ('11) and official wine Jacob’s Creek ('11). During this year’s championships, which began today, Stella Artois is making its debut as official beer provider and was handpicked by the AEC. AEC Commercial Dir Mick Desmond would not divulge which two categories the club was looking to bring in as new sponsors, but said that it was pursuing a strategy to showcase Wimbledon now as a global brand (John Reynolds, SBD Global Correspondent).

GEARING UP: British tennis player Andy Murray said of working with adidas, "When I'm training over in Miami I test a lot of the products, a few people will watch the training and take photos and chat to me, mainly on the shoe (side of things). Obviously for the tennis player (that's) the most important part of the equipment along with the racket so I chat to them a lot about that to try and get the best products I can." Murray said of the prospect of his own brand, "I've thought about it, but whether or not it would be any good I don't know. That's the other thing: you don't want to start something up that in the space of about two months is absolutely useless. I would only do something like that if I was 100 per cent sure it would do okay" (, 6/20).

GIVEN THE KEYS: Sports Illustrated Kids has brought on 19-year-old U.S. tennis player Madison Keys as a Special Correspondent. She will communicate with the magazine's readers through "Madison's Passport," a series of monthly videos capturing her life on the WTA tour. The monthly video series will live on (IMG).