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
Caroline Wozniacki - Danish, 22, Tennis (13)
Despite not quite breaking through and becoming the Grand Slam winner she initially seemed to be, Caroline Wozniacki has established herself as one of the undoubted stars of the WTA Tour. While her form has dipped alarmingly at times – she is generally considered good but not great although she retains every chance of winning a Slam at some point, such is the unpredictability at the top of women’s tennis – her profile has gone in the other direction.
Better known by some observers as the girlfriend of Rory McIlroy – the pair were global sport’s undoubted power couple until Tiger Woods and Lindsey Vonn announced their own love match earlier this year – Wozniacki’s positive demeanour, undeniable glamour and down-to-earth attitude have made her something of a magnet for corporate partners.
A deal with Adidas by Stella McCartney complements her passion for fashion, while other brands such as Danske Invest, Oriflame, Turkish Airlines and e-Boks, an e-document storage supplier, have all moved to align themselves with the Dane in recent years, steered carefully in her direction by her management at Lagardère Unlimited Tennis. Further evidence of her broadening appeal came last year when Wozniacki went into a new partnership with JBS, Denmark’s leading underwear manufacturer, putting her name to a collection. The accompanying photo shoot crashed her website. DC