Beijing - Li Na, the first Asian to win a Grand Slam tennis women's singles, will surely emerge as China's most attractive sports star for brands aiming to reach China's increasingly confident and brand-conscious consumers, said sports marketing experts.
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| It's love at first sight for Li Na and the trophy she earned on June 4, 2011. She beat Francesca Schiavone of Italy in the women's final of the French Open tennis tournament in Paris.[Photo/Agencies] |
A luxury car producer and an financial institution have been approaching Li's agency, IMG Worldwide, for sponsorship, said Qiang Wei, sports marketing director of Ogilvy & Mather.
Related: Children rushing to serve after Li's victory
Li Na, whose ranking rose to 4th after the French Open victory, is currently on endorsement contracts with Nike, Rolex and Haagen-Dazs ice cream.
After her June 4 win, the Rolex immediately ran a congratulatory banner on the front page of its website, with Li holding the trophy.
Qiang, who helped bridge Li and Haagen-Dazs earlier this year, said the Roland Garros win will help lift the Chinese tennis star's endorsement fee more than eightfold from half a year ago.
"Li Na's endorsement fee will reach 200 million yuan (21 million euros) this year, exceeding the 130 million yuan for NBA superstar Yao Ming," China Central Television host Rui Chenggang reportedly claimed..
"She opened a new era in China's sports history as her victory symbolize China's better integration into world sports," said Qiang, who believed Li Na has all the quality of a top star.
"She will bring you the 'light bulb moment' as an international professional athlete. She is good at her sports, and her personality combines western civilization and oriental wisdom. She is frank，sincere with a steady and relaxed style," Qiang explained.
In addition, Li's humorous personality is infectious, said Mike Bastin, visiting British professor of brand management at China Agriculture University in Beijing. "She is much more than a successful tennis player and could build brand value with a wide range of brands, not just sports brands."
Besides Li's sports achievement, what draws Haagen-Daz to Li was her fashion elements, as well as her romantic story with husband coach Jiang Shan, which coincides with Haagen-Dazs' self-projected brand image, revealed Qiang.
Endowed with the same star quality as Yao Ming and Liu Xiang, the Chinese Olympic champion in 110m hurdle, Li Na is in a better position to give sponsors huge payback, according to Qiang.
"Compared with Yao Ming, under the management of the NBA, and Liu Xiang, under the wings of the General Administration of Sports of China, Li Na enjoys more freedom of choosing her sponsors." said Qiang.
In 2008, Li and a handful of other promising Chinese tennis players were allowed to choose their own coaches and support teams in the country's new efforts to boost the sports.
Cut off the financial support from the State, she had to rely on the sponsorship and her prizes in the matches to continue training and participation in the sports events.
"Li Na's thanks to her sponsors in the awarding ceremony speech will make her really popular among brands. She has a reputation of being easy to deal with and willing to work with brands," Qiang said.
Qiang and Bastin believed the sports Li is engaged in is conducive to reaping better financia benefits than Yao Ming and Liu Xiang.
Li's sport was much more global than that of Yao and Liu, as basketball is not popular in Europe and 110m hurdle is not as popular as 100m sprint, Bastin explained.
"Tennis reaches all corners of the planet and the French Open Final is probably second in importance to Wimbledon Championships."
Whether her commercial value will go up further depends on her capability to extend her sports life and avoid major injuries, said Qiang.
Qiang, also a consultatnt to the Chinese Tennis Association, believed Li's story will be a huge boost to China's tennis, inspiring more youngsters to take part in the sports.
source : chinadaily
