Australian Open Activation

By Rick Horrow and Karla Swatek

January 25, 2013

While most of the talk in the advertising world this week will center around the Super Bowl and its $4 million ads, some attention should be paid to the tennis world, which wraps up the season’s first Grand Slam, the Australian Open. This year, Apple turns to racquet sports and a couple of well-known sisters to promote a privacy feature on its new iPhone 5. The spot features actor Daniels talking about "how great it is not to be interrupted by a call” when he’s dreaming about besting Venus and Serena Williams at ping pong.

Through ads like these and other marketing vehicles, the world’s leading tennis players, for the most part, earn more money off the court than on it. A September Forbes report revealed that out of the ten highest-paid tennis players, eight had a higher off-court income, with 75% of their earnings coming from endorsements and personal appearances. Roger Federer was listed as earning $9.3 million on court, and $45 million off it, through last July, while the best compensated woman, Maria Sharapova, earned $5.1 million on court, $27.1 million off.

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