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Andrew Thompson

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Andrew Thompson Marketing 4200 Maria Sharapova: Marketing a Champion (A) Case Assignment Questions 1. (a) Should Max Eisenbud and the other members of “team Sharapova” engage in the Motorola partnership? Explain. b) Should they consider any of the other possibilities? Explain. After the tournament when Kournikova could not reach her mother with her unbranded cell phone, Motorola had the idea of sponsoring Kournikova. I personally believe that this was a great idea. It was, at the article said, a perfect storm for her. She was pinned against an opponent that was better than her, and won. She actually was a long short during the entire tournament. When she beat Williams and Motorola wanted to sponsor her, …show more content…

She was featured in thinks like Maxim magazine and the Sports Illustrated swimsuit editions. She was ranked as one of the most attractive people in sports and had a campaign ad for a sports bra. This coupled with her never winning a tournament. Maria was the exception to the rule because typically blue-chip companies only go after athletes that dominate the sport, despite athletes typically being regarded as some of the more attractive people in the public eye. Despite the efforts of her team, Kournikova was more renowned for her beauty than her tennis game. 3. How can we describe the “brand” Sharapova? Explain. The brand Sharapova can be described as beauty, strength, hard work, and perseverance. To me, Maria represented the “American dream”. Her parents came to America with no money, and she became one of the biggest stars in the world. Things were not handed to her and she understood from a young age that the only way to make it in sports was hard work and dedication. She represented a younger generation that did not quite understand that. She represented young, beautiful women that did not want to get by on looks alone. She also represented beauty, as she was one of the best looking athletes in the world. The brand “Maria” could be embraced by almost anyone because her passion and dedication to the sport and just being excellent in general is inspiring. She also represents the

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