GLAMOUR girl Eugenie Bouchard may have been thrashed by Petra Kvitova in the Wimbledon final but she will still come out on top in the sponsorship stakes.
Kvitova walked away with more than $3 million in prize money, but Bouchard will rake in far more because, put simply, sex sells.
“There’s a pressure placed upon female athletes unique to them as women to portray a particular image, a very heterosexual, prototypically feminine image that appeals to marketers.
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Kvitova does not pull in a lot of money off court, according to Forbes, and tennis legend Martina Navratilova had a suggestion for how she could turn that around.
“The obvious thing Petra can do is doll herself up: high heels, makeup, premieres. But that’s not who she is,” Navratilova said.
Forbes writer Miguel Morales said Bouchard’s stock would rise rapidly on the back of her run to the Wimbledon final, as well as semi-final appearances at the Australian Open and French Open in 2014.
“Eugenie Bouchard will cash in on her rapidly improved game and remarkable poise on the court while the WTA and marketers will thank their stars for her tall, blonde, photogenic look,” Morales wrote.
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“Mega-agency IMG, sensing her rising stock, is doing all it can to snap her up.
“At the same time, Petra Kvitova has all the talent in the world, two Wimbledon titles to her name at just 24 but remains the tougher sell to advertisers,” Morales continued.
“Her inconsistency remains an issue. She doesn’t cut a ridiculously improbable figure like Ana Ivanovic or Bouchard. She doesn’t have the good fortune to hail from an economic giant like China.
“But women’s tennis has few better ambassadors for the game than this fantastic talent, and it’s a shame that advertisers fail to see Petra Kvitova for what she truly is: a star.”
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