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Volume 27 No. 8
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Andreescu's Marketing Portfolio On The Upswing After U.S. Open Win

Andreescu's U.S. Open prize money now allows her to determine what brands to partner with
Photo: COPPER BRANCH
Andreescu's U.S. Open prize money now allows her to determine what brands to partner with
Photo: COPPER BRANCH
Andreescu's U.S. Open prize money now allows her to determine what brands to partner with
Photo: COPPER BRANCH

The $3.85M check Bianca Andreescu received for winning the U.S. Open is "only the beginning of million-dollar payouts from future sponsorship deals," according to Aleksandra Sagan of the CP. Being the first Canadian Grand Slam singles champion -- at age 19, no less -- is "notable." But Ontario-based Cosmos Sports Marketing President Cary Kaplan said that the "real story is Andreescu's meteoric rise." With her U.S. Open victory in hand, Andreescu's financial situation "allows her to take her time and determine what brands the young star wants to associate herself with." Her contract with Montreal-based vegan restaurant chain Copper Branch ends in early '20, but the eatery "hopes to extend it or sign a new one." Until it runs out, Copper Branch "plans to continue using her image on menu boards and its website, but also wants to ramp up the connection between Andreescu and the chain." Copper Branch Dir of Marketing Andrew Infantino said that the company "may place lifesize cutouts of the tennis star in its stores and may add an Andreescu-themed menu item" (CP, 9/9).

NORTH OF THE BORDER: The NATIONAL POST's Genna Buck notes Tennis Canada Dir of Marketing & Digital Innovation Ben Makarenko is "excited about the potential for Andreescu's success to increase interest in the sport, especially among girls." Makarenko said that "through experience with the rise of greats" like Milos Raonic and Eugenie Bouchard, Tennis Canada has "learned that it's best to direct energy toward success on the court, which does more for the sport than 'any marketing dollars we could spend.'" Makarenko added Tennis Canada is also "telling these player's stories earlier -- before they break out -- so there is a base of knowledge within the tennis community" (NATIONAL POST, 9/10).

BIG-TIME DRAW: Andreescu's victory over Serena Williams attracted a "record average audience of 3.4 million viewers, making it the "most-watched tennis broadcast ever on TSN and RDS." More than 7.4 million unique Canadian viewers "tuned in to TSN and RDS to watch some part of the match" (TSN.ca, 9/9).