All Over For “Brand Kyrgios” After He Proves Somewhat Of A D!ck At Wimbledon?
With Wimbledon well under way, adrenaline, anticipation and that edge-of-your-seat feeling is rife among the arenas. As is tempers.
Earlier this week the media headlines lit up with Aussie tennis player Nick Kyrgios for potentially tanking – to purposefully lose a match – in his match against French player Richard Gasquet. The headlines were further exacerbated by Aussie swimming legend Dawn Fraser’s attack at his behaviour, saying if he doesn’t behave properly he should “go back to where his parents came from”.
Tennis stars often have a number of brands aligned with them, however when a tennis star suddenly throws a tantrum and is left in a pickle being lambasted online, what’s a brand to do?
“Purely from a brand perspective, looking at Nick, when things like this happen the talent becomes less attractive to a brand,” said Mark Raisbeck, head of sport and entertainment ESP at Mindshare, “because you’re always worried when the brand is associated with an individual talent that anything that they do which is deemed to be harmful can be detrimental to the brand.
“That’s always a risk you’ve got to take as a brand investing in talent. It’s something you’ve got to factor in from the start.
“At the moment [Kyrgios] is up and down and that’s tough for a brand. If they do want to work with Nick, it is hard at the moment to invest in him because, unless you’re prepared to ride the roller-coaster with him, it’s pretty tough. Most brands invest in stable characters.”
Kyrgios’ official webpage states that brands currently partnered with the tennis player include Nike, Malaysia Airlines, IMG, Yonex, Tennis Australia and Global Sporting Connections. However, while there are some instances of brands completely breaking up with a celebrity after an issue – such as Subway and the recent relationship ending with ‘Subway Jared’– Raisbeck reckons this incident will blow over.
“If Nick hadn’t had lost that match and he’d won, the issues of that game would have been brushed under the carpet a little bit and it wouldn’t have been blown up as much in the media,” he said.
“From a brand’s perspective I think you need to identify with someone like Nick. You know what his character’s is so you’re either in it with him or you’re out. Certain brands do have crisis management consultants that will deal a crisis, but I’m not quite sure this was a crisis.”
Similarly, Dave Madelly, director of marketing and events at marketing agency BME agency, said his outburst will not lose him sponsors, even though it’s hurt his personal brand.
“There’s no doubt that Kyrgios’ brand has been tarnished through his Wimbledon campaign but is his blatant disrespect for the game and constant whinging going to lose him sponsors? Absolutely not,” Madelly told B&T. “When he’s on his game he has a style, flair and passion that young tennis players all around the world aspire to copy and that’s what sells. “
In terms of Kyrgios’ personal brand, even with headlines such as ‘most hated man in tennis’ ESP’s Raisbeck is confident the tennis player can bounce back from it.
“The tanking thing was a horrible moment for him in his career, I think personally, but then how he then dealt with the Dawn Fraser issue, he showed a little bit more maturity in how he responded to it.”
Raisbeck looked to English tennis star Andy Murray as a comparative example who had a bit of temper in his younger days.
“He was a villain in the eyes of the British public,” he said. “Then you win a couple of tournaments and that petulance is soon forgotten.”
BME’s Madelly said Kyrgios needs to remember he’s a role model, but also believed it would be easy to him to repair his rep. “As a young professional athlete, whether he likes it or not, Kyrgios is a role model for our junior tennis players and should respect the responsibilities that come with that. It will be interesting to see the reception he receives from the Australian crowd at next week’s Davis Cup,” he said.
“He can easily repair any damage to his brand with a strong performance there representing his country, showing some respect to the umpires and Australian fans who are there supporting him and showing some of that trademark flair that our tennis stars of tomorrow love to see.”
Please login with linkedin to comment
Advertising Standards BureauLatest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.