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MARIA SHARAPOVA
MARKETING THE
PROMISE OF SUCCESS
PREPARING FOR GREATNESS


Maria Sharapova –young attractive player , fighter, competing hard for every point



For mark...
SHARAPOVA V/S KOURNIKOVA


Max Eisenbud focused on differentiating Sharapova from Anna Kournikova



Anna Kournikova, de...
EARLY DEALS OF SHARAPOVA


Sharapova always thought that if she were involved in all the little decisions, then

she will...
MARKETING A WIMBLEDON
CHAMPION


In 2004, a 17- year old beautiful girl Maria Sharapova became the third youngest

and fi...
MOTOROLA – LUCRATIVE
ENDORSEMENT


Sharapova got the Motorola
endorsement

by

the

Alan

Zucker’s effort on “value the
o...
OTHER OPPORTUNIES


After winning Wimbledon flood of opportunities were there in front of Maria

Sharapova’s agent



To...
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Maria sharapova

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  • Right balance between short term and long term opportunities
  • Transcript of "Maria sharapova"

    1. 1. MARIA SHARAPOVA MARKETING THE PROMISE OF SUCCESS
    2. 2. 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
    3. 3. 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 men’s magzine  ESPN ranked Anna in 25 biggest sports flop of the past 25 years
    4. 4. 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 rackets  Eisenbud and Gavin Forbes , deliberately secured her clothing and equipment deals that involves well known elite brands
    5. 5. MARKETING A WIMBLEDON CHAMPION  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
    6. 6. MOTOROLA – LUCRATIVE ENDORSEMENT  Sharapova got the Motorola endorsement by the Alan Zucker’s effort on “value the opportunity and how best to approach the meeting”
    7. 7. OTHER OPPORTUNIES  After winning Wimbledon flood of opportunities were there in front of Maria Sharapova’s agent  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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