Athletes from across the world have been ranked according to their marketing potential over a three-year period from this summer.
- Value for money
- Home market
- Willingness to be marketed
- Crossover appeal
Canadian, 23, Tennis
Unfulfilled talent retains star power
Representatives: John Tobias, TLA Worldwide
Key partners: Nike, Babolat, Coca-Cola, Aviva Canada
2016 ranking: 39
The last two years have been a considerable fall for Eugenie Bouchard, and not just down the rankings of this list. 2015, we assumed, was her annus horribilis, a comedown after her remarkable run to the semi-finals at both the Australian and French Opens and a final appearance at Wimbledon the previous year when she reached fifth in the world rankings. Instead, it looks increasingly the case that 2014 was the outlier, a hot streak that Bouchard would not be capable of repeating.
Her defeat of Maria Sharapova at the Madrid Open in May - billed by some as a ‘grudge match’ after Bouchard’s comments relating to the Russian’s doping scandal - showed us again the player Bouchard can be at her best, while her decision to go on a date with a Twitter fan after losing a Super Bowl-related bet came as a reminder that for all her on-court issues, she retains an eye for a perfect PR stunt in the social media age.
“I like to be true to my word. I’m not a fake person. And I don’t know, the timing was just unbelievable when I agreed to it. And I wanted to do it. A bet is a bet. I was so certain that I would win the bet, so when I lost, I just said, ‘I have to honour my word.’ I had to.” – Eugenie Bouchard on the bet that led to a date with a fan on Twitter.
If it seems increasingly unlikely that Bouchard will become the all-conquering star of the WTA that her early form suggested, she still retains the talent and the profile to represent solid value for brands seeking a likeable star in a global sport. AN