Question :
You are Rafael Nadal’s agent. As such, the maximization and optimization of incomes generated by sponsorships is under your responsibility. The greatest clay court player of his generation, Nadal broke a three-year Grand Slam title slump in 2017 with wins at the French Open and U.S. Open. The two wins netted Nadal more than $6 million in prize money, on his way to $14.4 million over the last 12 months. His career prize money of $98 million ranks third all time, behind Roger Federer and Novak Djokovic. Nadal's three-year deal with Tommy Hilfiger has just expired, but he retains endorsements with Nike, Babolat, Kia Motors, Telefonica, Banco Sabadell, Richard Mille and more. A couple of days ago, you were submitted two possible deals. The first one from Powerade, a sports drink manufactured and marketed by The Coca-Cola Company. Powerade is a functional sport drink, restoring energy during a very intense athletic effort like, typically, tennis is. The second one from Giorgio Armani. A globally know Brand, as well as Powerade, but in a completely different industry. Both deals are equivalent in terms of money: 5 mio/$ a year, for five years. And both deals are including 1 week of “activation” every year. More specifically, Rafael Nadal should be available for the shooting of an ad hoc advertisement, with himself as protagonist, in the first year. As for the remaining four years of contract, Rafael Nadal should be available to take part to special events organized by the company (Powerade, should you decide this is the best deal, or Giorgio Armani, should you think the Giorgio Armani’s deal is better).
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Which one is the best deal? Why? Please take into account the key concepts about branding (brand awareness, brand perception, brand fitting, athlete’s life-cycle) in order to motivate your decision.
In my opinion, Powerade is the best deal for Rafael Nadal and he must go for it instead of Giorgio Armani. This is because Powerade goes with the athletic and sportsperson image and Rafael Nadal identifies well with that image. On the other hand Giorgio Armani is a completely different brand and someone from the film or fashion industry should be the brand ambassador of Giorgio Armani rather than a sportsperson since the brand is more about style than sports or athletics. Since Powerade is an energy sports drink, hence the brand is well suited to be represented by a sportsperson and brand perception increases when the brand ambassador of Powerade is a sportsperson. Similarly brand perception of Giorgio Armani decreases if sportsperson is the brand ambassador of it. Instead a filmstar or fashion star is better suited to be a brand ambassador of Giorgio Armani.
Question : You are Rafael Nadal’s agent. As such, the maximization and optimization of incomes generated...
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