For decades, tennis professionals have been some of the most recognizable athletes in the world.
Who could forget Bjorn Borg wearing the Fila attire and playing with a Donnay racquet?
How about Andre Agassi in his Nike stone-washed shorts and Chris Every bringing the tennis bracelet to the masses?
While the U.S. Open means 15 days of tennis at the Billie Jean King National Tennis Center in New York, it also means a scramble on Madison Avenue to see who is hot when it comes to endorsements and being recognizable to people not only in America, but all over the world.
Repucom’s The Celebrity DBI is a computerized ranking that measures public perception of celebrities, and in this case, tennis players.
Let's take a look at the top men players first.
I was curious how they ranked in the U.S. and how they ranked globally.
It turns out, when taking a look at Murray, Nadal, Federer, and Djokovic in the U.S., Federer ranks at the top.
Here are the rankings when it comes to awareness of the men.
To me, it's a bit of a surprise seeing Djokovic, the current world No. 1 ranking fourth.
When it comes to endorsement potential, the rankings shuffle a little
1. Murray (#317 out of 3062)
2. Federer (#486)
3. Nadal (#986)
4. Djokovic (#1057)
1. Federer (#121 out of 4716)
2. Nadal (#281)
3. Djokovic (#448)
4. Murray (#1209)
You can really see Federer's worldwide reach.
When it comes to the women, in a bit of a surprise, Venus Williams has an edge over her younger sister. Venus actually scores better than Serena as an endorser, influencer and trendsetter.
Let's look at some of the scores.
Serena: Overall Score: 80.93
#800 in Influence
#1258 in Endorsement
#517 in Influence
#502 in Trendsetter
Sloane Stephens is an interesting player to look at. She's young, she's American, and could be the next big star of American tennis.
Stephens only has a 10% awareness factor number, but of the people that are aware of her, she scores very similarly to Venus.
For the American men, they are struggling on the ATP World Tour rankings, and they are also not really a factor on Repucom’s Celebrity DBI.
As a point of reference, who are the athletes that sit on top of the rankings?
Top athletes in the United States:
Robert Griffin III
Top Athletes Globally:
The global rankings take into account data from the countries of US, Germany, Italy, France, UK, Spain, India, China, Brazil, Mexico, Argentina, Turkey, Russia for the men, and(Italy, Spain, UK, Germany, France, Russia, Turkey, Argentina, Brazil, Mexico, India, and China for the women.
More information can be found at http://repucom.net.