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
Spanish, 22, Tennis
Tennis’ next female superstar
Key partners: BBVA Bank, Maui Jim, Adidas, Babolat
2015 ranking: New entry
There is a Maria Sharapova-shaped hole opening up at the top of women’s tennis but Garbiñe Muguruza could be the one to plug it. Prolific on the court and vendible off it, the Venezuelan-born Spaniard has amassed over US$6 million in prize money and reached a career high of number three in 2016 after losing the Wimbledon final to Serena Williams last year.
Like many of today’s young tennis players, Muguruza is an inveterate user of social media and her cheery disposition belies her aggression on the court. Spain, a perennial hotbed of male tennis talent, has lacked a female icon since the four-time Grand Slam winner Arantxa Sánchez Vicario retired in 2002. Muguruza, however, appears to have the charisma and on-court talent to step into that role effortlessly, too.
Aged 22, she has a personal endorsement portfolio that includes a long-term apparel deal with Adidas and a racquet deal with Babolat. Her other contracts are predominantly focused on Spain but with WME|IMG, some of the best agents in the tennis business, steering her commercial path, Muguruza is poised to become a bone fide international star. GD
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