Competitive Edge - Sports & Entertainment Marketing News

Serena’s brand will stay strong post-retirement


The end of Serena Williams’ glittering tennis career will have little to no impact on the American’s brand value and her earnings from endorsements could even surge post-retirement, industry experts told Reuters.

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Discussion Questions:

  1. What is a brand?
  2. Is Serena Williams a brand? Why or why not?
  3. How would you describe Serena’s brand?
  4. What is an endorsement as it relates to the business of sports and entertainment?
  5. How do you think businesses determine which athletes and celebrities to endorse their brand?
  6. Why do you think Serena is such a popular choice to endorse brands?
  7. How do you think retirement impacts the ability of most athletes to earn endorsement income?
  8. Why does the author of this story think Serena’s brand will remain strong even after she retires?
  9. In your opinion, how will retirement impact Serena’s appeal as a prospective brand endorser? Why?
  10. What is a brand extension?
  11. Based on what you learned in this news story, what is an example of Serena’s brand extension?
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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