Iga Swiatek is one of the most talented Polish tennis players who won the hearts of fans around the world with her talent, determination and modesty. However, in addition to its undeniable success on the tennis courts, Swiatek also has certain marketing values that make it an attractive brand for many sponsors and companies.
One of Iga Swiatek's key marketing values is her authenticity. The young tennis player is known for always being herself - she doesn't pretend to be someone she's not, she doesn't go beyond her natural style and she doesn't do anything just for applause or popularity. This authenticity makes fans love Swiatek and brands willingly cooperate with her, seeing her as an added value to their products and services.
Another marketing value of Iga Swiatek is her professionalism and commitment. The young tennis player is very ambitious and works hard to achieve her goals. Her determination and consistency make her a role model for many young athletes and people in general. Brands that decide to cooperate with Swiatek can count on her being devoted and involved in the promotion of their products.
Additionally, Iga Swiatek is also very positive and optimistic, which attracts many fans to her. Her smile and good energy make her an inspiration to many people around the world. Brands that decide to cooperate with such a positive person can count on the positive reception of Iga Swiatek having a positive impact on the image of their brands.
A lot has changed since Iga Swiatek's first triumph at Rolland Garros (2020). The sponsors of the number 1 women's tennis tournament include brands such as On, Oshee, PZU, Rolex, Porsche, Visa and Infosys.
According to Forbes magazine (https://www.forbes.com/sites/brettknight/2023/12/21/the-worlds-highest-paid-female-athletes-2023/) Iga Swiatek was the highest-earning athlete in the world in 2023 with revenues of USD 23.9 million. Nevertheless, in the ranking of off-field income, Iga took only fifth place (USD 14 million) and was overtaken by Eileen Gu from China, American Coco Gauff, British Emma Raducanu and Japanese Naomi Osaka.
For Iga and other athletes, there is still one limit to overcome. In the list of the 50 best-paid athletes (regardless of gender)... there is no woman (https://www.forbes.com/lists/athletes/). The world's highest-paid athlete - Cristiano Ronaldo earned a staggering USD 260 million in 2023 (USD 60 million of which outside sports).
Men also dominate the table of the highest-earning athletes outside sports. Basketball player Le Bron James earned (off-field) over PLN 80 million in 2023. USD and footballer Lionel Messi – 70 million. USD. Nevertheless, women have a better position in the off-field earnings ranking - several of them are in the top 50, including Iga Swiatek in 25th place in the ranking. Her non-sports income in 2023 was higher than, among others, off-field income of footballer Karim Benzema (USD 6 million), driver Max Westappen (USD 5 million) and (in)famous boxer Tyson Fury (USD 8 million).
Will Iga Swiatek be able to generate higher non-sports income in the future? Probably yes, but it will require a lot of work from its marketing team, maintaining high sports form and strengthening Iga's image on the largest markets (EU, UK, USA, China, India). Social, generational and marketing changes come to Iga's aid. It is also important that the values Iga promotes resonate better with those of Gen-Z, and Iga herself (and other sportswomen) are better suited to the contemporary narrative based on various (not only sports) emotions.
Photos: Alamy, Pixabay (royalty-free photos)