Resources - Mature Market Headlines

Older Players Lose the Swagger but Gain the Swag

The New York Times, 8/23/07

Abstract:

With preteens forming corporate relationships and 20-somethings locked into wildly lucrative deals, tennis marketing often seems dominated entirely by the youth of the sport. But each year, hundreds of seniors across the country take the sport's marketing to the opposite end of the age spectrum.

Players in the sport's senior category, some as young as 30 and some older than 90, can also reap the benefits of sponsorship deals with major equipment manufacturers because of their influence among their peers. They agree, without compensation, to use free tennis products exclusively from one company as they travel to local, national and international tournaments.

Lucy Dettmer, 86, speaking about her new agreement with Babolat, could have been confused with a budding player poised for a run at a junior title.

"I'm in my first year, so I haven't proven myself," Dettmer said with all seriousness about her relationship with the company, which has sent her free merchandise, including rackets, strings and shoes.

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