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, 22, Tennis
Golden girl hoping to bounce back from horror year
Key partners: Nike, Babolat, Coca-Cola, Aviva Canada
2015 ranking: 1
Sport, as it happens, is not predictable. That turns out to be a key part of its appeal.
When Eugenie Bouchard was named at the top of this list last year, there had been a wide range of supporting factors. Here was a youthful, socially engaged, photogenic and outgoing player of high potential, a junior champion who had broken into the upper ranks of a globally popular sport in the previous season and threatened to capture its biggest prizes. What counted against her was a winless streak that was then just a few games old, but would stretch on hideously for months. A suitably freakish injury ended the Canadian’s season at the US Open in September.
It’s probably no coincidence that some of Bouchard’s best tennis of 2015 came at that tournament, where she seemed to relax into promising runs in the singles and mixed doubles. Fit again, she has since parted with WME|IMG but is back with Nick Saviano, who coached her to such heights until 2014. Many will hope she can rediscover her spark. This is a young woman of enormous talent, who retains the qualities of a real international star. EC
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