Blog|Marketing sportif

It was her third straight win before being overwhelmed by Pennetta at Gold Coast. In Sydney, it is now her second straight loss to top-10 player Justine Henin-Hardenne.
Martina Hingis’ comeback after a three-year layoff due to numerous injuries inspires mixed feelings about her capacity to strike back. “I chose to come to know where I’m at” Hingis said. “I know what I’m aiming for now. … It’s good to know how I played, how the match went.”

For the former world number and five-time Grand Slam singles winner, managing her comeback is not an easy task all the more as women’s tennis has physically improved. Unfortunately for Hingis, power is not her best quality. However, the game and the mental force are in her favor. And according to former tennis champion Pam Shriver, “passion to play brings Hingis out of retirement” (Special to ESPN.com).

In a fast-paced and hostile environment — war within the sporting goods industry and fierce competition with outdoor and fashion companies –, Hingis’ return may certainly be a good thing for German apparel maker Adidas (remember also Zidane a few months ago…). She will join back the tennis team: Justine Henin-Ardenne, Alicia Molik, André Agassi, Marat Safin, Guillermo Coria… Today, the trend is mostly to do the right choice and no longer making huge athlete sponsorship deals. Diversification of risk, that is the word. But sometimes athletes come back to the field on their own whereas sponsors did not ask for anything. Who said “impossible is nothing”?

The Sports Marketing Blog / Le blog du marketing sportif

More info: Sony Ericsson WTA Tour, Hingis - Fan Community / Credits: Gold Coast tournament

Tags: adidas, hingis, impossible is nothing, Tennis