Competitive Edge - Sports & Entertainment Marketing News

Why Lululemon And Other Apparel Brands Entering Tennis Shifts The Sponsorship Landscape


Tennis is trendy. Non-traditional tennis apparel brands have taken notice. To attract more consumers, companies that haven’t before sponsored tennis players—or crafted tennis apparel—have spent the last few years entering the tennis world.

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Discussion Questions:

  1. What is a “non-traditional” tennis brand?
  2. What is endorsement?
  3. Why do businesses and brands partner with athletes for endorsement deals?
  4. What factor do they consider when determining which athletes to partner with?
  5. Why is it important for them to determine the right athlete to sponsor?
  6. Is there any risk associated with an endorsement deal? Why or why not?
  7. Do you think all endorsement deals in tennis require the same investment? Why or why not?
  8. According to this story, why have more non-traditional tennis apparel brands started to invest in deals with tennis players?
  9. Other than Lululemon, what is an example of a brand who has begun to invest in tennis partnerships?
  10. Why do you think an endorsement with a tennis appeals to that brand?
  11. How might the international stage provide added value for a brand investing in an endorsement deal with a tennis player?
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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