Right balance between short term and long term opportunities
PROMISE OF SUCCESS
PREPARING FOR GREATNESS
Maria Sharapova –young attractive player , fighter, competing hard for every point
For marketing it was important to capture these characteristics of her personality
She was known as a “WINNER”
At the age of 13; interviewed for the story of HBO Real sports
They asked Maria, “If you had a choice between winning Wimbledon or making $20 million
in endorsement, what would you choose?”
Later that year, she won the Australian Open Juniors Tournament- her first professional win.
After that Eisenbud , confident of her potential, began to sell her winnings
SHARAPOVA V/S KOURNIKOVA
Max Eisenbud focused on differentiating Sharapova from Anna Kournikova
Anna Kournikova, despite her performance on court she was more renowned for her beauty
and tabloid appearances
Anna Kournikova started doing ads, that was quite different from her sports image
She did ads for FHM, Maxim and her photographs of scantily clad body appeared in various
ESPN ranked Anna in 25 biggest sports flop of the past 25 years
EARLY DEALS OF SHARAPOVA
Sharapova always thought that if she were involved in all the little decisions, then
she will never have the time to play
As of 2004, Sharapova’s endorsement were limited to deals with NIKE and Prince
Eisenbud and Gavin Forbes , deliberately secured her clothing and equipment deals
that involves well known elite brands
MARKETING A WIMBLEDON
In 2004, a 17- year old beautiful girl Maria Sharapova became the third youngest
and first Russian woman to win Wimbledon
For marketing, it was the perfect storm, she was young, brand new, she just upset
the number 1 player at Wimbledon in front of worldwide television audience
Within six hours of her victory, Eisenbud had received nearly 700 e-mails
MOTOROLA – LUCRATIVE
Sharapova got the Motorola
Zucker’s effort on “value the
opportunity and how best to
approach the meeting”
After winning Wimbledon flood of opportunities were there in front of Maria
To handle all these opportunities he found out lots of questions,
What was the preferred overall marketing strategy?
How could he best leverage the resources available to him at IMG?
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