Like other professional athletes across the sports sphere, tennis stars
often use their large social footprints as leverage in their deals with
major brands.
"Most players see a drop in engagement when they incorporate messages
from their sponsors," said Joanne Melzer, vp of strategy and insights at
PMK BNC. "The exception is Andy Murray, whose fans seem to be more
engaged in his branded content than
personal messages."
personal messages."
Melzer noted that Rafael Nadal sees the greatest drop in engagement—in
spite of having the highest number of followers—with branded posts
garnering only 21 percent of the engagement of his personal posts.
Serena Williams has the lowest drop in engagement. "We suspect that
this is because there is little difference in style between her personal
and branded posts," Melzer said.
Here's a look at eight of the top tennis stars, their social media
following and major recent endorsement deals—as well as an analysis by
the firm of their use of branded posts.
Posts
