Australian sport’s 50 most marketable athletes: how Nick Kyrgios overcame court drama to rank high
Having weathered the most turbulent year of roller-coaster rides of his career, Nick Kyrgios nonetheless rose to the top. So how has he remained one of Australia’s most marketable athletes?
While Nick Kyrgios has been embroiled in controversy on and off the tennis court – the domestic violence charge settled last year being the most serious – Simmons ranks a staggering 40 places behind Kyrgios on Code Sport’s list of Australia’s 50 Most Marketable Athletes.
Simmons drew the wrath of Philadelphia 76ers fans when he sat out practice and missed games last season after falling out with coaches and teammates, eventually getting a trade to the Brooklyn Nets.
However, according to leading sports marketing expert Tristan Hay, it’s not the type of controversy that has affected its appeal, but rather the performance.
Because while Simmons continued to struggle for form, Kyrgios has achieved career highlights over the past year, including reaching the Wimbledon final.
Hay, who previously worked as an advisor to Kyrgios and remains friends with the tennis ace, said: “If we look at pure advertising dollars in their careers to date, Ben and Nick would be one and two on this list.
“They are unique talents who have amassed millions of followers on their social platforms and have worked with some of the biggest brands and athletes in world sport.
“Her appeal extends far beyond sports and intertwines with music, fashion and pop culture.
“Nick is cash gold. His matches are among the most watched around the world and have a highlight role bringing tennis to new audiences.
“Blue chip brands may be reluctant to commit to Nick because of this disruptor mentality, but I don’t think he would have it any other way.
“He’s very much his own man and while some brands may be risk averse, others will be thrilled at the opportunity to collaborate creatively with someone who is authentic and isn’t afraid to call it what they see it.
“Ben is one of the most talked about athletes in world sport, but injuries and personal issues have hampered his performance in recent years.
“He has a legion of fans in Australia and abroad who are hoping he can get back on the pitch and return to his best. If he can do that, the marketing opportunities will follow.”
According to Hay, brands are gravitating to Kyrgios to reflect their own approach to business.
“If you look at the top 10, most of these guys other than Nick and Josh Giddey are a lesser safe bet,” Hay said.
“They are leaders, they have a purpose and we as an audience trust them, so that’s why they’re at the top of the list.
“With Nick, on the other hand, his biggest asset to a brand is that he’s authentic, whether you like him or not. he is real Brands are looking for notoriety, but they also want to disrupt the market.
“A great example was the Zip Pay deal a few years ago, they were a competitor to Afterpay and really wanted to disrupt and compete with the market leader so they brought on Nick, DJ Fisher, influencers and suddenly you. engage with Gen Z and kids connected to their phones.”
https://www.codesports.com.au/basketball/australian-sports-50-most-marketable-athletes-why-court-drama-cant-cut-down-nick-kyrgios/news-story/e66e6df6a94b0c969d0f7bf6840f54d8?nk=a270b68138dfb150738e98c59fa4e3e0-1679435464 Australian sport’s 50 most marketable athletes: how Nick Kyrgios overcame court drama to rank high