SportDownUnder.com.au

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.