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Tennis Marketing In the 70's Essay

  • Submitted by: magnumsamurai927
  • on December 8, 2008
  • Category: Miscellaneous
  • Length: 1,054 words

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Below is an essay on "Tennis Marketing In the 70's" from Anti Essays, your source for research papers, essays, and term paper examples.

Sometime within the 20th century there was a boom of licensed goods and everything had a brand name on it. In the 1960s the sport of tennis boomed in popularity, and developed not only into a sport but a fashion statement and way of life. And in this world of brand names and licensed goods it was only natural that tennis boomed not only in the athletic sense but the commercial market as well.  
Early in the late 60s early 70s Mark McCormack, the founder and chairman of IMG had an interest in licensing the Wimbledon tennis tournament, He recalled his first meeting with the All England Lawn Tennis and Croquet Club in 1967 and they’re skepticism when he expressed interest in making a Wimbledon highlights film and telling then it could have commercial value. The group, who were a little concerned with the current legal and illegal commercialization of the tournament, gave IMG the rights to organize it into a brand name and with IMGs expertise it was a success. The popular trademark known as the “flying W” was created. McCormack negotiated with many companies, and shut down others that weren’t legally paying for the use of the name. The tennis boom in the late 70s and early 80s helped this cause greatly, because it wasn’t about playing tennis anymore but looking like you did, which was the fashion statement at the time. So it gave the Wimbledon name much more to go off of. This boosted the yearly revenue of the Wimbledon brands to roughly 100 million, the most of any licensed tennis tournament. The name was used to label everything from tennis equipment to apparel and even spilled over into the branding of food, snacks, jewelry, glass and crystal wear, and even bath accessories such as towels and soaps. When asked why Wimbledon was such a good brand name the current holders at IMG simply had to say, “when you’ve got the purity and prestige of a 120-plus-year-old event, combined with the pomp and circumstance of the royal box and the anglophile appeal that means a lot...

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