Current Events Analysis

New Mother Clijsters beats S.Williams at US Open

BADM 382: Franciosa Chua, Kristy Dumlao, Jennifer Noinaj

The Event and Scope US Open tennis tournament in

New York Grand Slam(“Majors”) include

Australian, French, Wimbledon, & US Open

Saturday, Sept. 12, 2009: Kim Clijsters (Belgium) vs. Serena Williams (US)

K. Clijsters, new mom, returns to tennis

S. Williams reacts poorly to referee’s call during game

Consequences Adds a positive image of a mother amidst the negative reps other mothers

get Other mothers juggling too much or all or nothing image: Kate Gosselin

Threat to S. Williams’ image, America, and endorsers Public apology/acknowledgement of her mistake Reconsider the seriousness of words/player outbursts against

judges/referees: suspension versus fines US Open Profanity

Gender and race issues"If I could, I would take this [expletive] ball and shove it down your [expletive] throat." - Serena Williams, fined $10,000

"Don't tell me to be quiet, OK? I don't give a [expletive] what [del Potro] said, OK? Don't (expletive deleted) tell me the rules." – Roger Federer, fined $1,500

Marketing Opportunities S. Williams featured in a Tampax

Advertising Campaign against Mother Nature (signed before her outburst)

“This is really huge for us . . . We haven’t seen [competitors in our category] do this. She stands for so much and she is much bigger than sports and tennis,” Schuster said.

“She’s bigger than the incident itself. She’s at the pinnacle of her sport. When she doesn’t play, people don’t watch,” Sutton said.“Serena slams Mother Nature.

Serena Williams isn’t about to let Mother Nature’s Monthly Gift ruin her game. That’s why a champion like her loves

the unique LeakGuard protection of Tampax Pearl.”

Marketing Opportunities WTA may begin a campaign for mothers and mothers-to-be based on Kim

Clijsters Messages include: family & career, getting back into the “work force” for

working mothers, admiration and strength in women for what they cope and come back from

Sponsorships/endorsements/advertisements for Babolat (tennis equipment), Fila (shoe and clothing) and Adecco (Human Resource Group)

Marketing the sport Event and television production, sales, sponsorships, endorsements,

promotions, facility construction, broadcastings, media Drama and celebrity life Female competency and contribution to sports Another way to market females in sports: skills and looks (Maria

Sharapova) or family and career (Clijsters)

 

Olympic swimmer mom

The Scope of the Impact of the EventNew global campaign opportunity for Fila, chance for

an aggressive strategy in BelgiumExposure of Clijsters’ support for Buba & BatmaMarketing possibilities for countries that dominated

at the U.S. OpenUkraine, Denmark, China, ItalyNational loyalty and patriotism are

fostered through sports

References“Adecco Sponsors Tennis Champion Kim Clijsters’ Second Career.” July 30, 2009. Adecco Group. September 20, 2009

<http://athlete.adecco.com/PressAndContacts/Documents/Press_releases/KimPR20090728_English_finalHQp.pdf>. Bairner, Alan. Sport, nationalism, and globalization: European and North American perspectives. Albany: State University of New York Press,

2001.  Chakravarthy, Niki. “P&G’S Tampax Announces Advertising Campaign with Serena Williams.” September 21, 2009. Procter & Gamble.

September 23, 2009 <http://www.tampax.com/press.pdf>. “Federer fined 1,500 dollars for US Open argument.” September 18, 2009. AFP. September 20, 2009

<http://www.google.com/hostednews/afp/article/ALeqM5iW8omlznm7Y1npntUNF0Bc11bHeg>. Fendrich, Howard. “New mother Clijsters beats V.Williams at US Open.” September 6, 2009. Associated Press. September 18, 2009

<http://www.google.com/hostednews/ap/article/ALeqM5iJ9B5p2n1Aysj0mmFc-LCzQunJYwD9AI85N00>. Fendrich, Howard. “Williams apologizes for ‘inappropriate outburst’.” September 14, 2009. Associated Press. September 22, 2009

<http://hosted.ap.org/dynamic/stories/T/TEN_US_OPEN_ SWILLIAMS?SITE=NCASH&SECTION=HOME&TEMPLATE=DEFAULT>.  Gilbert, Sarah. “Kim Clijsters scores Grand Slam win for working moms in her 'second career'.” September 14, 2009. Daily Finance. September

21, 2009 <http://www.dailyfinance.com/2009/09/14/kim-clijsters-scores-grand-slam-win-for-working-moms-in-her-sec/>. Kim Clijsters – Charity. September 20, 2009 <http://www.sport.be/kimclijsters/eng/charity/>.Pucin, Diane. “Kim Clijsters’ U.S. Open title is family-friendly.” September 14, 2009. LA Times. September 20, 2009

<http://www.latimes.com/sports/la-sp-us-open-women14-2009sep14,0,1556808.story>.Rovell, Darren. “Fila Didn't Insure Clijsters' Open Bonus: Source” September 15, 2009. CNBC. September 20, 2009

<http://www.cnbc.com/id/32865731/KimPR20090728_English_finalHQp.pdf>.US Open 2009. September 21, 2009 <http://www.usopen.org/en_US/scores/draws/ws/r5s1.html>.Vale, Bryon. “What does Kim Clijsters’ US Open win mean for tennis?” September 14, 2009. The Wimbledon Blog. September 20, 2009

<http://blog.wimbledon.org/2009/09/14/what-does-kim-clijsters-us-open-win-mean-for-tennis/>.Wong, Elaine. “Serena Williams Outsmarts Mother Nature for Tampax” September 18, 2009. BrandWeek. September 20, 2009

<http://www.brandweek.com/bw/content_display/news-and-features/packaged-goods/e3i74837948a5cbe20db81d2f78765b6cd2>.Zirin, Dave. “The Nation: Double Standard For Serena Williams.” September 18, 2009. NPR. September 21, 2009

<http://www.npr.org/templates/story/story.php?storyId=112955735>.