Smart Sponsorship
If you’ve followed the play of Serbian star, Ana Ivanovic, then you may have heard the name of Sven Groenefeld. adidas, who sponsors many players on both the Sony Ericsson WTA Tour, as well as the ATP Tour, enlisted Groenefeld to provide coaching support to female players sponsored by adidas. It's a new twist on corporate sponsorship of tennis players, but yet seems to be another "win-win" arrangement. adidas players can
benefit from the support and advice from one of the most highly-respected coaches in tennis (Groenefeld coached two-time Grand Slam Champion, Mary Pierce, among others in the past) while adidas itself reaps the benefits of the success of players such as Ivanovic winning more matches and thereby providing the adidas brand with increased visibility. The only caveat... Groenefeld can't provide coaching to adidas players when they compete against one another!
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