Archive for the ‘Tennis’ Category

Andre “The Punisher” Agassi

Monday, November 16th, 2009

A lot has been said about Andre Agassi’s book. Whether you like the guy, or you don’t, or you were a fan, but aren’t now, you’ve got to admit that being honest about your deepest darkest secrets is no easy caper.

Since the book’s launch, Andre has been battered from pillar to post. He’s had support too. But the majority of feedback has been scathing. And little wonder. Some of the revelations warrant a negative response from sports administrators and current tennis role models. That’s to be expected.

But dig a little deeper and I think you’ll find a very troubled soul who has finally found peace with himself.

For years Andre was worried about other people’s expectations. He was worried about what his father thought of him. He was worried about what the media thought of him. He was worried about what his fans thought of him. I’m betting a lot of people can relate to this approval seeking behaviour. Well Andre was king of it. But no longer.

The message from Andre’s book is this; “This is the real me. You either like it or you don’t. Either way I don’t care but I hope you learn something from my mistakes.”

There is no doubt Andre’s brand has been dealt a savage blow, and Andre himself knew that was coming. More importantly for Andre is the fact he no longer bows to other people’s opinions, something that contributed to his struggles in the first place. He is now a free man and that’s way more important to him personally, than what you or I think.

Living life according to other people’s expectations and approval is a dangerous game that will leave you exhausted and without a sense of purpose. Andre made that mistake for a long time but it seems he’s treading his own path now.

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How Not To Apologise

Tuesday, September 15th, 2009

Tennis star Serena Williams certainly learned a string of valuable lessons in serena_300x20055958the wake of her outburst at the 2009 US Open.

One such lesson (we hope she learnt) is that taking full responsibility for your actions and apologising is the only road to redemption.

I’ve blogged about this exact topic before.

The fact Williams and her PR agency released a statement the day after the incident with no apology is mind boggling. The backlash was so severe, that Williams was forced to release a second statement a day later, this time apologising.

When I saw the first statement, I thought William’s PR agency might be protecting her from legal action. Admitting guilt in a press release is dangerous territory in the sue me sue you world of the USA. However, if legal protection was the first priority then the statement would have read so much differently. So I know that wasn’t the case.

So the question then, is why didn’t the original statement include an apology? Did the PR agency think the issue would wash over? Did they believe Williams strong supporter base would overpower the negative criticism? Or was Williams just too stubborn to approve quotes apologising for her actions?

If Williams’ stubborn behaviour was to blame, then her PR agency should be harpooned for not having the backbone to override their star athlete. See my blog about The Yes Men.

We have seen the world over that a beloved athlete can commit blue murder but get away with it if handled correctly. To do this, the athlete must understand the process. And that is to take responsibility for their actions, genuinely apologise and demonstrate they are making themselves a better person from the experience.

There are no short cuts and no easy options but to face the mess you have created and clean it up. The media and public don’t care what you did, they care how you react, how you respond and how you’re going to fix it. Show them that and they are quick to move on.

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Robots with Personalities

Monday, August 17th, 2009

Boxing, more so than other sports, relies on the personality of its athletes. It’s the lifeblood of the fight game. Ask any promoter.

Two guys beating each other in the ring is entertaining, but if they both have great personalities, it’s so much more interesting.

I think the same principle can be applied to other sports. And I think it’s important we preserve that trait. Let’s not forget, sport is entertainment.

I remember watching, jeering and cheering the likes of John McEnroe, Jimmy Conners, Boris Becker and Goran Ivanisevic. Not only were they very talented tennis players but they had personalities that brought fans through the turnstiles. Cricket had (among others) Ian Botham, Viv Richards, Doug Walters and more recently Shane Warne. Rugby League prides itself on the characters in its game and promotes them to the tilt (a big reason why rugby league enjoys free to air coverage over Super 14 rugby).

In this day and age of professionalism it’s common for sporting academies, clubs and athlete managers to suck the personality right out of an athlete. With strict behaviour guidelines, the pressure of being a role model and big sponsors to protect, it’s easy to produce robots.

But what people don’t understand is robots can be personalities too. You don’t have to break the rules, swear and be disrespectful to have a personality that attracts fanfare.

NRL player Wendell Sailor is a good example of what I’m talking about. He is a great role model but he is also a big personality. Just shows it’s possible to be both. That’s what sponsors want to see more of, robots with personalities.

wall-e

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Smile

Wednesday, June 24th, 2009

What do Roger Federer and Tiger Woods have in common?

They both know the value of a smile.

Think of the most marketable sports stars today and picture them in your mind. What are their face expressions? Are they smiling, frowning, angry, aggressive, bored, stressed?

I don’t have to tell you the value of a smile. It makes you approachable. It’s endearing. It’s universal. It’s the single most powerful and positive self expression in the world.

Yet so many athletes don’t smile enough.

Now, I’m not talking about smiling in the heat of battle. I’m talking about when you’re in front of the media, at a sponsor appearance or with fans etc.

Have you ever heard someone say this about a celebrity? “I really like that person, that seem nice / down to earth.”

Chances are that celebrity has a genuine smile and they know when and how to use it.

If it’s true that smiling is one of the easiest ways to make friends and influence people (people also includes sponsorship managers) then athletes, who have an audience of millions, should make a genuine smile part of their personality.

CA Championship Golf

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10 Things That Make an Australian Athlete Marketable?

Wednesday, May 6th, 2009

1. Sport – a national sport with free to air coverage and a global presence (eg. tennis, golf, cricket, football, swimming). Rugby League players for example don’t command big sponsorships because they appeal primarily to Sydney and Brisbane audiences only. That doesn’t mean they can’t earn good money but they’ll never be Australia’s most marketable athlete. Think Ricky Ponting

2. Winner – Australians love a winner. And the more fierce the competition (underdog status) the better. An athlete can have every quality in the book but if they aren’t winning then forget it. How you win is also an important factor. Is the athlete sinking 20ft putts like Tiger Woods to win, taking 5 wickets on the last day of Test Match like Shane Warne or breaking world records? Think Ian Thorpe

3. Good Looks – This is not an absolute must but don’t underestimate the power of good looks. This attribute appeals strongly to fans not to mention brands looking to invest in athletes. Why do you think movies use good looking actors and actresses? Sometimes an athlete can build a career on good looks alone but this will be short lived if you aren’t doing the point above. Think Stephanie Rice.

4. Media Skills – does the athlete present well in front of the camera? How do they stand, do they make strong eye contact, do they project their voice with clarity? Do they understand and respect the media’s role in their sport? And do they do it all with a warm personality and a smile on their face? Think Lucas Neill.

5. Clean Image – are they someone you could take home to meet the parents? Do they demonstrate strong values? Avoiding drinking, swearing or smoking is a winning combination here. Think Adam Gilchrist.

6. Gracious – everyone likes a winner but Australians don’t react well to arrogance or big headiness. You only have to look at the recent criticism of the Australian Cricket team. Personally I like the way they play but it seems the masses don’t so if you want to avoid tall poppy syndrome, be super humble. Think Pat Rafter.

7. Great with Fans – fans pay the athletes wages. So it makes sense the public respond well to athletes who really appreciate their fans. The most marketable athletes don’t avoid their fans, they embrace them and do their best to connect with them on different levels. It’s all about giving back to the people who support them. Think Brett Lee.

8. Integrity – athletes who stand up for what they believe in and who are consistent with their image gain respect from the public. A good example is an athlete who chooses only to endorse brands and products they really believe in. Think Cadel Evans.

9. Charitable – if you’re an athlete earning big money doing something you love then the public expect you to give back to the community. It can’t be all sponsor appearances and paid gigs, people love when an athlete uses their celebrity and wealth to benefit a greater cause. Think Glen McGrath.

10. The X-Factor – or originality / uniqueness. This can make or break some athletes. It’s easy to be a clone but being unique makes you stand out. Having a distinctive presence, charm or edge to your personality is incredibly powerful. Think Greg Norman.

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Posted in Cricket, Football, Media, Sponsorship, Tennis | 6 Comments »

Open Season

Tuesday, January 27th, 2009

There is no doubt Australia is struggling for another tennis superstar…..in fact we’re craving one! Just look at the media attention afforded to Bernard Tomic and Jelena Dokic at this year’s Australia Open. Dokic’s story is a great one and it’s good to see the media and public embrace her once again, but was the media frenzy over the top? There is definitely a huge craving for a genuine international superstar across all sports, not just tennis. Look at the latest Sweeny Sports report and you will find many of the Australia’s most marketable athletes are in fact retired. They include guys like Ian Thorpe, Grant Hackett, Glen McGrath, Steve Waugh and Pat Rafter (who is currently featured in TVC’s for Bonds and 1800 Flowers to coincide with the Australia Open). Truly marketable athletes, those with the talent, good looks and strong values are few and far between. That’s why iconic retirees are still being used across different marketing platforms, that is until the next young gun steps up. Tennis is crying out for one so when that young athlete does pop, sit back and watch the media (and sponsors) go crazy.

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