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Wimbledon 2014: Li Na courts fans and sponsors | Wimbledon 2014: Li Na courts fans and sponsors |
(about 9 hours later) | |
Li Na is not only the most successful Asian tennis player in history, but the Chinese star has been a trailblazer for the sport in her home nation, while also becoming one of the most marketable athletes in the world. | Li Na is not only the most successful Asian tennis player in history, but the Chinese star has been a trailblazer for the sport in her home nation, while also becoming one of the most marketable athletes in the world. |
Tennis has exploded in China, thanks largely to her success, as she has notched a string of notable achievements since becoming the first Chinese player to win a WTA title back in 2004. | Tennis has exploded in China, thanks largely to her success, as she has notched a string of notable achievements since becoming the first Chinese player to win a WTA title back in 2004. |
Since then the world number two has become a two-time Grand Slam winner, and the first from Asia to win a major singles title, the French Open in 2011. | Since then the world number two has become a two-time Grand Slam winner, and the first from Asia to win a major singles title, the French Open in 2011. |
Meanwhile, off the court she is second only to Maria Sharapova in terms of global earning power, with a number of major western and Asian sponsors. | |
She has a legion of loyal fans, with 23 million followers on micro-blogging site Weibo, and is considered an inspiration for many Chinese for the way she has battled to the top of her sport. | She has a legion of loyal fans, with 23 million followers on micro-blogging site Weibo, and is considered an inspiration for many Chinese for the way she has battled to the top of her sport. |
'Pressure' | 'Pressure' |
China now has 15 million tennis players; many of them from among the 116 million who watched Li on TV as she won at Roland Garros three years ago. | China now has 15 million tennis players; many of them from among the 116 million who watched Li on TV as she won at Roland Garros three years ago. |
"A lot of people in China now like tennis, but it is not only because of myself, there are some other girls too who are doing an excellent job," she says. | "A lot of people in China now like tennis, but it is not only because of myself, there are some other girls too who are doing an excellent job," she says. |
"It was exciting to win my first major, and I was so surprised when I found out how many people in China had watched me on the TV. This sort of pressure can be heavy, but it can also motivate me." | "It was exciting to win my first major, and I was so surprised when I found out how many people in China had watched me on the TV. This sort of pressure can be heavy, but it can also motivate me." |
The Women's Tennis Association has put the 32-year-old at the forefront of a push into Asia, including a number of new Chinese tournaments. | The Women's Tennis Association has put the 32-year-old at the forefront of a push into Asia, including a number of new Chinese tournaments. |
"It is great there are many Chinese tennis tournaments now, for the fans to enjoy and see the top players," she says. "After the US Open we have many tournaments in China." | "It is great there are many Chinese tennis tournaments now, for the fans to enjoy and see the top players," she says. "After the US Open we have many tournaments in China." |
Her sense of humour was to the fore when she thanked her agent Max Eisenbud for making her "rich" during her Australian Open victory speech in January. | Her sense of humour was to the fore when she thanked her agent Max Eisenbud for making her "rich" during her Australian Open victory speech in January. |
But on a serious note, she says: "Being rich is not just about money. If I had to choose between money and a trophy, the trophy is always the most important." | But on a serious note, she says: "Being rich is not just about money. If I had to choose between money and a trophy, the trophy is always the most important." |
Though she jokes: "But if you get the trophy you usually also get the money." | Though she jokes: "But if you get the trophy you usually also get the money." |
Li Na endorsements | Li Na endorsements |
Nike deal | Nike deal |
When Eisenbud signed Li in 2009, her Nike contract was nearing its end and a number of Chinese sportswear companies wanted to kit her. | When Eisenbud signed Li in 2009, her Nike contract was nearing its end and a number of Chinese sportswear companies wanted to kit her. |
He negotiated a deal that allowed Li to wear shoulder patches on her shirt featuring non-Nike corporate logos. No other Nike player - even Roger Federer - was allowed to do so. | He negotiated a deal that allowed Li to wear shoulder patches on her shirt featuring non-Nike corporate logos. No other Nike player - even Roger Federer - was allowed to do so. |
"She was keen to stay with Nike, but the Chinese firms were offering bigger figures, so I suggested that to make up the difference the patches should be allowed," says Eisenbud. | |
After the breakthrough French win Eisenbud signed seven large deals worth a reported $48m (£28m). | After the breakthrough French win Eisenbud signed seven large deals worth a reported $48m (£28m). |
They included Mercedes-Benz and Taikang Life Insurance, who each paid about $2.5m a year to advertise via those shoulder patches. | They included Mercedes-Benz and Taikang Life Insurance, who each paid about $2.5m a year to advertise via those shoulder patches. |
"China, or Asia, is her main market," says Eisenbud. "But western brands also want her to help them break into Asia. | "China, or Asia, is her main market," says Eisenbud. "But western brands also want her to help them break into Asia. |
"I always knew we would need a [sponsor] balance between western and Asian companies." | "I always knew we would need a [sponsor] balance between western and Asian companies." |
'Nurture brand' | 'Nurture brand' |
Eisenbud says that his client is now at the peak of her earning power. | Eisenbud says that his client is now at the peak of her earning power. |
"When you are starting out, you have to stay on your career path, be focused and believe that the money will come later," he says. | "When you are starting out, you have to stay on your career path, be focused and believe that the money will come later," he says. |
"You foster, develop and nurture your brand, but then - and I don't particularly like this term - you have to know when to cash in." | "You foster, develop and nurture your brand, but then - and I don't particularly like this term - you have to know when to cash in." |
He adds: "There are one or two deals that have come about after the Australian Open win, but the Li Na sponsorship tank is pretty full now." | He adds: "There are one or two deals that have come about after the Australian Open win, but the Li Na sponsorship tank is pretty full now." |
He says she has the power to continue being a brand ambassador when she hangs up her racquet, and he is already "working on her life after tennis". | He says she has the power to continue being a brand ambassador when she hangs up her racquet, and he is already "working on her life after tennis". |
Li did consider retiring last year because of indifferent results and some media criticism in China, but has bounced back. | Li did consider retiring last year because of indifferent results and some media criticism in China, but has bounced back. |
"When you fall down, when you stand up again you feel much better," she says of that period. "I love my job, and I don't give up." | "When you fall down, when you stand up again you feel much better," she says of that period. "I love my job, and I don't give up." |
Retirement she says, will only come when she is no longer able to take the physical demands of tour life: "I will listen to my body." | Retirement she says, will only come when she is no longer able to take the physical demands of tour life: "I will listen to my body." |
Li famously opted out of China's state sports system and hired her own coaches, which also allowed her to keep a larger proportion of her winnings. | Li famously opted out of China's state sports system and hired her own coaches, which also allowed her to keep a larger proportion of her winnings. |
Eisenbud says whereas before most of her earnings went to the Chinese government, now she keeps 80% of her earnings. He says that despite going it alone his client "loves China and respects her home country". | Eisenbud says whereas before most of her earnings went to the Chinese government, now she keeps 80% of her earnings. He says that despite going it alone his client "loves China and respects her home country". |
'Opening doors' | 'Opening doors' |
In China her strong-minded, maverick, behaviour - as well as her tennis success - has made her a role model. | In China her strong-minded, maverick, behaviour - as well as her tennis success - has made her a role model. |
"I see Li Na as a Billie-Jean King type figure," says Eisenbud. | "I see Li Na as a Billie-Jean King type figure," says Eisenbud. |
"They are both pioneers who have broken down a lot of barriers. She opened doors - she has sent out a message to young Chinese people that you can be successful at whatever you want." | "They are both pioneers who have broken down a lot of barriers. She opened doors - she has sent out a message to young Chinese people that you can be successful at whatever you want." |
Li says she wants to open an academy in China when she retires, to enable more young people to take up tennis. | Li says she wants to open an academy in China when she retires, to enable more young people to take up tennis. |
But for now she is focusing on Wimbledon, and the challenge of playing on grass without a great deal of practice time on the surface. | But for now she is focusing on Wimbledon, and the challenge of playing on grass without a great deal of practice time on the surface. |
"I wish I can do well, I think Wimbledon is a very special tournament, full of history," she says, | "I wish I can do well, I think Wimbledon is a very special tournament, full of history," she says, |
And her longer term ambition? | And her longer term ambition? |
"The number one position - this is my goal, to be world number one." | "The number one position - this is my goal, to be world number one." |
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