Page 11 - 2016 Year In Review

CONOR MCGREGOR, MMA FIGHTER (UFC): Dana White called Conor
McGregor the most marketable MMA fighter in history earlier this year.
McGregor has an edgy brand personality that pushes the envelope to help
garner sales and create interest in his fights. The UFC's first-ever
simultaneous two-division champion, has been heavily featured in
activations for ABInBev in 2016, both internationally under the Budweiser
banner and as support for the Bud Light Living platform in North America.
The recent $4 billion sale of the UFC to WME-IMG will likely lead to
growing sponsor interest and increased commercial opportunities around
MMA, creating a platform for McGregor to further build his brand.
Deals: Reebok, ABInbev, Monster Energy, EA
Sports, Call of Duty, Game of War, BSN

JASON DAY, GOLF (PGA TOUR): Day is currently the world’s top ranked
golfer, passing golfers like Jordan Spieth and Rory McIlroy (who have
previously been on S&E’s Emerging Endorsers list). In 2016, Day left
adidas to sign a 10-year head-to-toe apparel deal with Nike. A Nike
golfer hasn’t won a major in the last two years, and the brand is seeking
to find a face for their golf brand to complement McIlroy. However,
Day’s appeal transcends endemic sponsors; he has a compelling
personal backstory about overcoming his father’s death as a young
child that has been featured in branded content for RBC and has
demonstrated an entrepreneurial side that has made him a strong fit as
Deals: Concur, Lexus, NetJets, Nike, Rolex,
an endorser/investor in golfer supplement brand swingOIL.
Royal Bank of Canada (RBC), TaylorMade,
swingOIL

ANGELIQUE KERBER, TENNIS (WTP): The German-born tennis star
overtook Serena Williams as the 1st-ranked player in the world after
winning the 2016 U.S. Open. Currently, women’s tennis is searching for
the next generation of stars. Serena Williams is winding down her career,
Maria Sharapova has scaled back in brand activity following a 2015 PED
scandal, and the once-believed heir to the tennis throne, Genie Bouchard,
has struggled to climb the world rankings. Despite being a 14-year pro,
Kerber’s sponsor roster is relatively underdeveloped; she only actively
works with Porsche (who is heavily invested in German tennis) and
adidas.
Deals: Adidas, Generali Vitality, Porsche

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