Tennis player Nick Kyrgios registered a career high in off-court earnings last year, as the "colorful Australian" embarked on a "reinvention" of his image, according to Sam Phillips of the SYDNEY MORNING HERALD. IMG Tennis' Stuart Duguid "agreed to represent Kyrgios" six months ago and "immediately engaged the services of respected Australian marketing adviser Tristan Hay." Kia, PlayStation, Uber Eats, Old El Paso and Call of Duty "came calling with endorsement deals in the last six months" -- a period in which Kyrgios wasn’t on the court. Kyrgios also "has maintained a strong relationship" with Nike and Yonex. He "earned praise for raising over $90,000 in a bushfire appeal at the Australian Open, before the arrival of the COVID-19 pandemic saw him take on the role as world tennis’ critic-in-chief of players he believed were being selfish during the health crisis." Having "come across previously as sullen and insular, a maturing Kyrgios showed the Australian public another side." Duguid said that the reasons for Kyrgios' return to popularity with sponsors -- he was let go by Bonds and Malaysian Airlines in the past -- "are three-fold." Duguid: "First, due to COVID the endorsement market has actually shrunk on the whole but has gone more top heavy. ... Secondly, Nick has made a run of good decisions." Finally, Duguid added, "This year has seen brands want even more than ever to work with athletes that are authentic" (SYDNEY MORNING HERALD, 2/11).
ON-COURT VALIDATION? USA TODAY's Dan Wolken wrote for all the criticism Kyrgios gets from "fellow players and the on-court antics that too frequently go over the line," he is "one of the few attractions in tennis with the charisma to break through and draw new fans into the game." The problem is that Kyrgios’ various beefs "would be so much more entertaining -- and so much better for tennis -- if they actually meant something outside of a soundbite." Kyrgios’ "willingness to shoot his shot is a breath of fresh air." Wolken: "The problem is, when you’re ranked 47th and you’re not really a factor at the Grand Slams, does it really amount to much?" (USA TODAY, 2/9).
