Mba Candidate
Case – Maria Sharapova: Marketing a Champion
Executive Summary
Maria Sharapova became a Wimbledon champion at the age of 17. In addition to being a great personal milestone, this championship was also an important phase of tennis career for Sharapova and IMG from a marketing perspective. Her skills and personality, attractive looks, and unique personal story combined into a powerful brand. Her agent, Max Eisenbud, was responsible for handling and growing the brand. Eisenbud pondered how to best market the Sharapova brand while prioritizing the various offers available, keeping in mind her long term goals, and utilizing IMG’s global sales force.
Eisenbud should accept the Motorola offer to enhance Sharapova’s global image. His decision on other offers should be based on her schedule, brand image and long term potential. IMG, the agency Eisenbud works for, already has a talented and global salesforce in place. Eisenbud should work closely with these people to find good offers that can be profitable for Sharapova and the agency while meeting the constraints mentioned above to ensure a win-win situation for everyone.
1. Should Max Eisenbud and the other members of “team Sharapova” engage in the Motorola partnership? Should they consider any other possibilities? Why?
They should engage in the Motorola partnership if it does not interfere with Sharapova’s schedule for training and tournaments. The Razor product will be distributed widely to consumers and reach a global market. Sharapova can get the added benefit of exposure to individuals who have not known her before. In addition, a majority of the audience saw the moment when Sharapova won the championship and called her mom. The scene lingered with the audience and making the commercial based on that could reinforce the glory moment and the close family relationship. It makes Sharapova not only a champion but also a champion with human needs and soul. Even though an apparel endorsement
Executive Summary
Maria Sharapova became a Wimbledon champion at the age of 17. In addition to being a great personal milestone, this championship was also an important phase of tennis career for Sharapova and IMG from a marketing perspective. Her skills and personality, attractive looks, and unique personal story combined into a powerful brand. Her agent, Max Eisenbud, was responsible for handling and growing the brand. Eisenbud pondered how to best market the Sharapova brand while prioritizing the various offers available, keeping in mind her long term goals, and utilizing IMG’s global sales force.
Eisenbud should accept the Motorola offer to enhance Sharapova’s global image. His decision on other offers should be based on her schedule, brand image and long term potential. IMG, the agency Eisenbud works for, already has a talented and global salesforce in place. Eisenbud should work closely with these people to find good offers that can be profitable for Sharapova and the agency while meeting the constraints mentioned above to ensure a win-win situation for everyone.
1. Should Max Eisenbud and the other members of “team Sharapova” engage in the Motorola partnership? Should they consider any other possibilities? Why?
They should engage in the Motorola partnership if it does not interfere with Sharapova’s schedule for training and tournaments. The Razor product will be distributed widely to consumers and reach a global market. Sharapova can get the added benefit of exposure to individuals who have not known her before. In addition, a majority of the audience saw the moment when Sharapova won the championship and called her mom. The scene lingered with the audience and making the commercial based on that could reinforce the glory moment and the close family relationship. It makes Sharapova not only a champion but also a champion with human needs and soul. Even though an apparel endorsement