Marketing and Sponsorship

Leylah Fernandez among tennis players with new gear sponsors in '22

Fernandez has been spotted wearing Lululemon during recent matches, while she wore Asics during last year's U.S. OpenGETTY IMAGES

Leylah Fernandez, who “wore Asics during her giant-slaying US Open final run" last year, is among the numerous tennis players switching brands in '22, as she has been “spotted wearing Lululemon” during her matches in Adelaide, according to Stephanie Livaudais of Also wearing Lululemon is Daria Gavrilova, who is “also departing Asics.” Longtime K-Swiss endorser Ajla Tomljanovic is wearing a new outfit with “head to toe” Penguin logos, marking the U.S.-based brand's “first move into tennis.” Sofia Kenin, who won the ‘20 Australian Open, is in Adelaide "seemingly without a kit sponsor" after three years with Fila. She has been wearing a "white skirt and visor with a contrasting orange top" by Free People Movement. On the men's side, Chile’s Cristian Garin has "signed a kit deal" with Emporio Armani after his nearly decade-long relationship with Adidas ended. That comes as Matteo Berrettini signed with Boss after leaving Lotto and Gael Monfils ended his deals with Asics and Wilson to sign with France-based Decathlon's Artengo brand (, 1/6).

SBJ Morning Buzzcast: July 7, 2022

Talking points from Sun Valley; Pac-12 retains Sports Media Advisors; Oak View Group to sell Top Golf national sponsorships and Rapino remains influential with new deal at Live Nation

SBJ Unpacks: LIV Golf tees off in Portland

Ahead of the PGA Tour’s John Deere Classic in Illinois and LIV Golf Invitational Portland, SBJ’s Josh Carpenter, and David Rumsey spoke with Sports Illustrated's Bob Harig and Brendan Porath of The Fried Egg to discuss the current state of golf.

SBJ Spotlight: TikTok’s threat to traditional sports media

While tech companies are consumed with finding ways to compete with TikTok, almost no one in conventional media “spends any time talking about it,” said Recode senior correspondent Peter Kafka in an Spotlight interview with SBJ’s John Ourand. “To me, that’s just an obvious disconnect.” Kafka authored a recent column headlined, “It’s TikTok’s world. Can TV live in it?” He said the main response to TikTok’s growth from traditional media execs has been to “punt and hope it’s someone else’s problem a quarter from now or two years from now.” But Kafka said that ignores the trend of conventional broadcast audiences growing older while a billion younger consumers spend most of their media time watching short video after short video. “If you’re in the business of getting anyone under the age of 30 to look at what you’re putting on a screen, you have to think about the fact that you’re probably asking them to put down TikTok and watch your thing instead,” said Kafka. “That’s a very difficult ask. … [TikTok] is insanely addictive.”

Shareable URL copied to clipboard!

Sorry, something went wrong with the copy but here is the link for you.