Wednesday, April 27, 2005
What Were They Thinking?
Okay, so normally I wouldn't care less about these types of things. I'm not a slave to fashion (even tennis fashion) and usually I'm not influenced by any company's alliance with either a celebrity or event. Recent additions and changes in the tennis industry, however, have made me wonder, "What were they thinking?"
Andy Roddick, arguably the best male U.S. tennis player at this time, and a commercial and media wunderkind, has signed with Lacoste sports wear. After several years at Reebok, a U.S.-based company, Andy has chosen to move his endorsement to a French apparel company.
Combined with his tennis racquet company, Babolat, that makes him head-to-toe a billboard for France. While the dollar figure reportedly is quite handsome for Andy, I take issue with this alliance. First, the French people and French companies have not supported any action the U.S. has undertaken across the globe since September 11, 2001. I'm not trying to be prejudiced or biased, but it is hard for me to fathom that even in tennis, the most global of sports, a star athlete would put his or her own national pride secondary to a paycheck.
So Roddick is now set to become the king of all preppies (a look that died in the 1980s, but is making an incredible comeback). He is also rumored to be getting ready to sign a separate shoe contract with Babolat. So, taken in whole, Andy will be drenched in French dressing. I would have to question where his loyalty lies. Gee, Andy, could any one American celebrity embrace the often-contradictory French culture more completely then you? What were you thinking?
Few really care who the official clothing sponsor of the U.S. Open Championships is. To my knowledge, it doesn't even really generate the return on the investment required. And for what seems an eternity, Fila, an American-owned Italian company, held the dubious honor. Fila even decided to give up this distinction. In a tightly-contested race for this "prize," Ralph Lauren won the competition over Lacoste (there they are again), and will be the official apparel of the Open for some time to come. At least it's an American brand.
But wait, when was the last time a player or even a friend you know wore RL on a tennis court? Polo and Ralph Lauren are huge brands, but never before truly associated with the sport of tennis. If I had the opportunity, I'd ask Mr. Lauren myself, "Dude, what are you thinking?" While the U.S. Open is the largest-attended sporting event on the planet (over 500,000 spectators in a two-week period), the sponsors and vendors areas at the open are not usually in positions for peak shopping traffic, and you don't sell a lot of clothing or cologne there.
Also, while the average U.S Open consumer is probably dead center of your marketing profile, few spend much time outside the courts or liquor stands. I can see it now, as you enter the east gate at the National Tennis Center, there will be cowboy and cowgirl costumed Ralph Lauren models spritzing you with Chaps or Polo.
Bed Bath & Beyond conjures up a picture of someone playing tennis, doesn't it? Well, they are the newest sponsor of the WTA Tour. Talk about stereotypes. Let's pair the largest of home decorating and cleaning concerns with a tennis tour of women ... am I the only one who sees this as an odd pairing? Now, put Home Depot, or some other business not typically associated with women, and I would say, "good." Or how about Victoria's Secret? (Okay, Mr. Scott, if you get this sponsor, you owe me for my idea.)
Last I looked, the WTA was loaded with very attractive and very athletic women. With the latest WTA marketing campaign being aimed at taking women out of non-traditional roles, I can't see this sponsor at all. It might just be me, but I can't see Anastasia Myskina or even Anna Kournikova cardboard cutouts selling me the latest steam iron. Is the WTA sending a message I missed? Gee, Larry, what are you thinking?
Like I said, I don't normally even think about this stuff. And after reading this, I'm sure a lot of you would say I need to get a life. But I worry. I worry that tennis is on the verge of losing its unique identity all for the almighty dollar. I worry that the newest patrons of tennis do not care for the game, but only for the market it provides. It's bad enough that companies long tied to tennis have adopted business practices that are not compatible with the game. What will happen if companies and countries that don't care a lick about tennis get a significant foothold in our great game?
Something for you all to ponder, or ask yourselves, "What the heck was Tom thinking?"