In an interview to Omnisport, marketing expert commented on potential in endorsements. Last year, the Japanese player reportedly signed a $10 million annual contract with Adidas and she is set to add many more companies to her portfolio.
Chadwick explained why Osaka can become the most marketable athlete. Irrespective of Naomi Osaka, I think we live in really changing times. And so, some of these big-name, fast-talking, brash elite professional sport stars that weve seen, I just wonder if theres a new generation that is potentially more low-key…
theyre looking for different things from their celebrities. Theyre not looking for [Cristiano] Ronaldo taking his shirt off and ruffling his muscles. Theyre looking for a very different set of values, said Chadwick.
Chadwick believes Osaka will soon become the most popular tennis player: In tennis terms, I guess there is a vacant slot for the worlds most valuable female tennis player. The Williams sisters are coming towards the end of their careers, their brands are very different now to how they used to be and in terms of a young, dynamic presence in female tennis who can appeal to a new generation of consumers, there isnt really anybody right now thats grabbing the attention like Osaka.
And really what Im talking about is all those late millennial consumers, those who are in their mid to late 20s, but also Generation Z consumers too, those born after 2000. Theyll be the people who will potentially be identifying with Osaka by the time she is 25, 26, 27…
but she needs to be successful. ALSO READ: Rafael Nadal: Worse players than David Ferrer won a Grand Slam title
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