Federer still 'best brand ambassador' in tennis despite Wimbledon defeat
Despite his quarter-final exit from this year's Wimbledon tennis championships, Swiss star Roger Federer remains the sport's best brand ambassador, according to a consumer poll commissioned by Marketing.
Roger Federer: appeared in ads for Credit Suisse
The OnePoll research also showed that Britvic-owned soft drink Robinsons is the brand most associated with the tournament.
Of the 1000 respondents, almost 31% cited six-time champion Federer as the best ambassador for brands. Briton Andy Murray was in second place, with slightly more than 17% of the vote. Federer represents the Gillette, Credit Suisse and coffee maker Jura brands, among others.
About 14% said men's runner-up Rafael Nadal was the best ambassador, while of the female players, Russian Maria Sharapova was considered the most attractive prospect for brands.
From a list of official sponsors, 47% of respondents identified Robinsons most closely with the championships; Slazenger was second with 23%.
However, there was a lack of awareness of sponsors IBM and Sony's association with Wimbledon. Just 1.6% and 0.6%, respectively, connected the pair with the event.
Only 23% of respondents believed Wimbledon was becoming 'too commercial'; more than 53% disagreed. The 2011 men's title was won by Serb Novak Djokovic, who beat Nadal in front of a UK TV audience of 5.5m.
The Czech Petra Kvitova won the women's title, while Murray lost in the semi-finals.
This article was first published on marketingmagazine.co.uk
Latest jobs Jobs web feed
- PR Account Manager fishtank 24k to 33k per year GBP, Surrey
- Brand Manager Radisson Blu Edwardian, London Competitive , South Kensington, London
- Junior Account Manager fishtank 22k to 28k per year GBP, Buckinghamshire
- senior planner > SPORTS BRANDS collectivo Up to £90,000 plus benefits, London
- Head of Media, Marketing & Communications PGA Competitive, Sutton Coldfield, West Midlands
- Graphic/Web Designer fishtank 27k to 35k per year GBP, United Kingdom
Integrated digital marketing offers huge opportunities to engage, servic...
Mobile marketing is coming of age, and the pace of change is now exponen...
With UK consumers spending an average of £1,083 a year online, int...
Conversational Mobile Marketing: Engage Customers and Empower Advocates (Expert Reports) External website
The pressure is on for marketers and mobile operators to embrace a strat...
As a nation, the UK is media and technology obsessed with over half of t...
All customers have the potential to become your brand advocates, driving...