Competitive Edge - Sports & Entertainment Marketing News

How Serena Williams will expand her $260M fortune after retiring from tennis


Serena Williams has announced that she is retiring from tennis after the U.S. Open, but the sports legend has more than enough business ventures to keep her busy — and wealthy — after she steps off the court for the last time.

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Discussion Questions:

  1. What is a brand?
  2. Is Serena Williams a brand? Why or why not?
  3. What is brand extension?
  4. How might Serena Williams benefit from brand extension as she moves into a career after tennis?
  5. What is product endorsement?
  6. What do brands look for when aligning with an athlete to promote their products and services?
  7. Why do you think Serena Williams has been so popular with brands looking for athletes to endorse their products and services?
  8. Can you think of any examples of brands Serena Williams has endorsed, currently endorses, or business venture of her own?
  9. What is an industry trend?
  10. Why do you think so many athletes are exploring opportunities beyond the playing field? Be prepared to discuss your answers in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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