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post #1 of 50 (permalink) Old 02-11-2007, 04:38 AM Thread Starter
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Why Feds doesn't get the Tiger treatment: low Q score

January 30, 2007
Sports Business
Not All Sports Icons Are Created Equal

By RICHARD SANDOMIR
There are more than a dozen buildings on Nike’s campus named for famous endorsers like Tiger Woods, Michael Jordan, Mia Hamm, Ken Griffey Jr., Pete Sampras, Lance Armstrong and John McEnroe.

But there isn’t a latrine with Roger Federer’s name on it, let alone a tennis shoe. “Give it some time,” said Dean Stoyer, a Nike spokesman.

During ESPN2’s coverage of the Australian Open (live Sunday at 3:30 a.m.), there wasn’t a Nike or Wilson commercial to celebrate Federer, who beat Fernando González to win his 10th Grand Slam singles title.

But during CBS’s broadcast of Tiger Woods’s Buick Invitational victory Sunday, Buick inaugurated a campaign packed with five commercials,
including one in which Woods chased and tackled a character who swiped his golf bag and balls. Buick has worked for months on the campaign and even released a minute’s worth of behind-the-scenes footage to YouTube.

“Tiger is all confidence on the course, and we’re about confidence on the road,” said Maria Rohrer, Buick’s marketing director, describing the theme of the ads. “His confidence drives quality.” (She said Woods actually drives Buicks once he is on location at a tournament.)

The final round of the Buick generated a 5.6 overnight Nielsen rating, while the live Australian Open final produced a mere 0.5; an afternoon replay did considerably better, but still produced a slim 0.9, which means fewer than 900,000 households watched Federer’s victory in (our) daylight.

Such are the parallel lives of these icons who are so far above their rivals. Woods is from a country that invented marketing excess, while Federer is from a neutral nation renowned for its stance against bellicosity.

Both are clients of IMG, which is not known for its shyness in marketing its stable of stars. Woods was introduced to the professional world in August 1996 already the star of his “Hello World” Nike campaign.

Federer has been more selective, or to a great degree was forced to be selective until he secured his iconic status.

Still, his Q score — a measure of his awareness and appeal — stood at a 14 (Serena Williams was a 26) among sports fans, compared with Woods’s 40, when last calculated in the spring of 2006. In 2004, Federer’s Q score was a 10.

Another measurement of Federer’s standing in the marketing world is his DBI Score, created by the Davie-Brown talent agency in Dallas, which connects celebrities with companies. Federer’s 44.8 DBI is less than half the 86.1 for Woods, which can be explained primarily by how new Federer is to many people. His awareness score of 30.1 lags well behind Woods’s 95.3

But Federer is competitive with Woods, Jordan and Armstrong in other areas that make up the DBI, like appeal, trustworthiness and the degree to which respondents felt he would be an effective product endorser.

Scott Sanford, a senior client director for Davie-Brown, says he expects an explosion of interest by marketers in Federer now that he is being talked about as perhaps the greatest men’s tennis player.

“He’s been able to dominate his sport for so long that people in the United States are taking notice,” Sanford said. He added that he did not believe that being Swiss, and being a star in tennis, which lacks the higher profile of golf, would hinder Federer’s marketing success.

“Over the next six months to a year, you’ll see his potential rise to what Tiger and Lance have done,” he said. That audacious view is not shared by Bob Williams, chief executive of Burns Entertainment & Sports Marketing. “Tennis is holding Roger Federer back,” he said. “Major advertisers look at the popularity of a sport.”

He added that Federer had not exhibited much charisma, which Woods has in abundance on the course and in his commercials.

But Henry Schafer, executive vice president of Marketing Evaluations, the Q Scores Company, said that Federer’s grace and the likelihood of much greater exposure would help snare much bigger deals.

“He has charisma and very few negatives,” Schafer said.

At Wilson, Federer is a deity. He starred in commercials in 2004 and 2005 for the nCode racket technology, and he will be the centerpiece of a campaign later this year to introduce the new “[K] Factor” technology. Federer used his [K]Factor racket in Australia, and from day to day, spectators and viewers might have espied his racket bag imprinted with different messages like “Take [K]ontrol” and “[K]now the Difference.”

“We’re tying our sports brand to an iconic sports brand in Federer,” said Jon Muir, the general manager of Wilson Racquet Sports.

Muir acknowledged that it was easier to market an American-born athlete, like Woods, to an American audience, but “Roger has advanced from being a player from one country to a player from any country.” He said Wilson’s [K]Factor ads would not contrive a brasher identity for Federer, but would rely on what Muir called his “classic persona and contemporary performance.”

Whether Nike will follow Wilson into building a Federer campaign, in time for the United States Open, is not known. But his status should awaken Nike’s imagemakers to use an underutilized star.

“Given the roll he’s on,” Stoyer said, “we can never say never.”

E-mail: sportsbiz@nytimes.com


Copyright 2007 The New York Times Company

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post #2 of 50 (permalink) Old 02-11-2007, 10:07 AM
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Re: Why Feds doesn't get the Tiger treatment: low Q score

###
Look at the sports stars mentioned in this article & pick the odd one out???

*Tiger Woods [American]
*Serena Williams [American]
*Lance Armstrong [American]
*Michael Jordan [American]
*Roger Federer [Swiss]
...
>>> Apparently being American is equivalent to having charisma????><...
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post #3 of 50 (permalink) Old 02-11-2007, 10:41 AM
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Re: Why Feds doesn't get the Tiger treatment: low Q score

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Originally Posted by CmonAussie View Post
###
Look at the sports stars mentioned in this article & pick the odd one out???

*Tiger Woods [American]
*Serena Williams [American]
*Lance Armstrong [American]
*Michael Jordan [American]
*Roger Federer [Swiss]
...
>>> Apparently being American is equivalent to having charisma????><...
Obviously Americans are going to be more inspired to tune in to watch American athletes than foreign ones. Tennis is not a huge sport in USA but who cares? USA isn't the whole world and worldwide Federer has a great deal of fans. It's no surprise that Federer doesn't 'get the Tiger treatment' in the USA.

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post #4 of 50 (permalink) Old 02-11-2007, 10:56 AM
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Re: Why Feds doesn't get the Tiger treatment: low Q score

Gee, Tiger Woods, an American athlete, is more popular in America than Roger Federer, a Swiss athlete. And gee, golf is more popular in America than tennis is. Wow I would have never guessed. Kudos to the NY Times for cluing everyone in.

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post #5 of 50 (permalink) Old 02-11-2007, 11:04 AM
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Re: Why Feds doesn't get the Tiger treatment: low Q score

So true, man. So true.
If Federer was American, his Q score would be much higher. That's a measurement of how much americans like an athlete, and all the mud that the jealous american media is throwing at the evil man from that small country between Sweden & Norway (or was it between Czech Republic & Austria?, what I do know is that his country isn't one of our allied buddies; if you're not with us, you're against us!), definitely isn't helping him out regarding that aspect.

Every single piece written with a negative tone towards Roger, and there are quite a few out there, is from America. It is really tiresome. As a fan of the NBA, I have seen how much harder Dirk Nowitzki has been treated in the media on the exact same premise of not being born in the US.

Why are the same three posters always starting, almost spamming, negative treads about Federer? (Well, sorry Tennis Fool if I have included you in a category that you actually don't belong in )
If you want to start threads about a player, feel free to do so, but find a healthy balance of interesting positive as well as negative articles and discussions about him in order not to look stupid, stuck up & ignorant.
The same would apply for somebody who only posts negative articles about Nadal, but I don't really see that going on.

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Last edited by Komodo; 02-11-2007 at 11:15 AM.
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post #6 of 50 (permalink) Old 02-11-2007, 12:02 PM
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Re: Why Feds doesn't get the Tiger treatment: low Q score

There are so many PGA tour events in America compared to ATP tournaments in America.

Tiger gets more exposure to the public and plus he is American and has been in the public eye since he was 2.

The only real time the US public gets to see Federer is the US Open.
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post #7 of 50 (permalink) Old 02-11-2007, 12:31 PM
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Re: Why Feds doesn't get the Tiger treatment: low Q score

so because he is swiss he has a lower Q score
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post #8 of 50 (permalink) Old 02-11-2007, 01:15 PM
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Re: Why Feds doesn't get the Tiger treatment: low Q score

I guess we can summ up all these negative articles about Rogi with one word:

"YAWN!!!!!"

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post #9 of 50 (permalink) Old 02-11-2007, 02:04 PM
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Re: Why Feds doesn't get the Tiger treatment: low Q score

It's not a negative article about Roger. In fact, I find it quite positive since the author seems to say that Federer has all that it takes for a good marketing campaign but he's underused.

It's actually very positive about Roger but it just exames why he's not as visible in marketing campaigns as others stars like Woods.
He's not American, tennis doesn't get as much coverage as golf or basketball,... ---> That's not really breaking news.
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post #10 of 50 (permalink) Old 02-11-2007, 02:13 PM
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Re: Why Feds doesn't get the Tiger treatment: low Q score

cmon ppl, we all know you are only a true sporting champion and legend in yankland.................... if your a yank.
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post #11 of 50 (permalink) Old 02-11-2007, 02:47 PM
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Re: Why Feds doesn't get the Tiger treatment: low Q score

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Originally Posted by Castafiore View Post
It's not a negative article about Roger. In fact, I find it quite positive since the author seems to say that Federer has all that it takes for a good marketing campaign but he's underused.

It's actually very positive about Roger but it just exames why he's not as visible in marketing campaigns as others stars like Woods.
He's not American, tennis doesn't get as much coverage as golf or basketball,... ---> That's not really breaking news.
Maybe it's not negative, but what's the point of it, other than Federer should give up tennis, become a US citizen and take up the game of golf (after Tiger's won his 19 majors of course).

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post #12 of 50 (permalink) Old 02-11-2007, 02:56 PM
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Re: Why Feds doesn't get the Tiger treatment: low Q score

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Originally Posted by Komodo View Post
It is really tiresome. As a fan of the NBA, I have seen how much harder Dirk Nowitzki has been treated in the media on the exact same premise of not being born in the US.

Why are the same three posters always starting, almost spamming, negative treads about Federer? (Well, sorry Tennis Fool if I have included you in a category that you actually don't belong in )
If you want to start threads about a player, feel free to do so, but find a healthy balance of interesting positive as well as negative articles and discussions about him in order not to look stupid, stuck up & ignorant.
The same would apply for somebody who only posts negative articles about Nadal, but I don't really see that going on.

komodo
This wasnt against federer, it was about advertising. Fed isnt well known here. If fed were an american no one doubts he would have greater adverising appeal. Americans are so biased towards their athletes.Tennis isnt as popular here. Armstrong who isnt from a popular sport is a different story*

Fed fans are so touchy! you fed fans really need a reality check!

*Armstrong has and is still parading his cancer around like a broken record. I am so sick about hearing how he is a miracle and the french dont believe in miracles. That story is supposed to explain how he raced better AFTER his cancer than before and make americans forget those who speak of drug use.
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post #13 of 50 (permalink) Old 02-11-2007, 04:12 PM
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Re: Why Feds doesn't get the Tiger treatment: low Q score

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Originally Posted by mirkaland View Post
Maybe it's not negative, but what's the point of it
In the past, there have been a couple of huge uproars on MTF because Federer was not on the cover of SI and wasn't named sportsperson of the year. Nevertheless, the reasons for that are similar: tennis not being that popular with the big public, Federer not being American,...
What's the point of all that then?

In this article, a well respected newspaper asks the question why he's not popular enough with the marketing guys given the fact that he has all that it takes. Perhaps it's not going to change a thing but this is not negative at all. Hey, perhaps the attitude in the US is slowly changing. After the uproar over SI, there's going to be more pressure to get him on the cover and give him the "sportsperson of the year" credit and I think that the main reason why there will be more pressure is because other journalists chose to write about it. Just like this article. That doesn't give you any garantees that things will change but would you be more happy about it if nobody complained about it at all?

Last edited by Castafiore; 02-11-2007 at 04:17 PM.
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post #14 of 50 (permalink) Old 02-11-2007, 04:21 PM
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Re: Why Feds doesn't get the Tiger treatment: low Q score

Federer is underrented in the USA.
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post #15 of 50 (permalink) Old 02-11-2007, 04:28 PM
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Re: Why Feds doesn't get the Tiger treatment: low Q score

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Federer is underrented in the USA.
perhaps he needs to advertise himself better, and maybe have a 2man package with Rafa. Then he wont be underrented

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