In July 2004, won a then 17-year-old Maria Sharapova Wimbledon, the most prestigious tennis tournament in the world. Select Max Eisenbud, Sharapova at the International Management Group (IMG), knew that the championship lead to a flood of new opportunities. What would be the best approach for the management and marketing of a champion like Maria Sharapova? Which of the various endorsement deals would be worthwhile to pursue? And how could Eisenbud best use the resources available … Read more »

In July 2004, won a then 17-year-old Maria Sharapova Wimbledon, the most prestigious tennis tournament in the world. Select Max Eisenbud, Sharapova at the International Management Group (IMG), knew that the championship lead to a flood of new opportunities. What would be the best approach for the management and marketing of a champion like Maria Sharapova? Which of the various endorsement deals would be worthwhile to pursue? And how could Eisenbud best use the resources available to him at IMG? Allows for a detailed examination of marketing issues and, more specifically, sports support options as part of a world-class athlete. (From 2006, Sharapova is one of the world’s most famous sports figures, and its highest compensated female athlete.) Provides a unique insight into the world of “team Sharapova,” consisting of Sharapova and her advisers at IMG, a leading provider of sports, media and entertainment agency. Contains extensive data on the way into the IMG structures its sales process, and serve, best practices and important trade-offs can illustrate in sports or entertainment marketing initiatives.
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from
Anita Elberse,
Margarita Golod
Source: Harvard Business School
17 pages.
Release Date: 23 May 2007. Prod #: 507065-PDF-ENG
Maria Sharapova: Marketing a Champion (A) HBR case solution