It was a good week to be Novak Djokovic. Historic Wimbledon run with great health, getting some rest before heading to the US to start the hardcourt season and the run up to the US Open. It’s also a good week to be a business partner. In addition to all the exposure UNIQLO received for his patch on his pristine white uniform, his technology partnership with the PlaySight brand will get him a tracking system of his very own on his court in Monaco, and now he can tell everyone in China about it as well.
Djokovic whose popularity was immense in China because wins in the ATP Shanghai Masters, and his fourth China Open in 2013 has been missing from the social media landscape because of the lack of access to Facebook and Twitter in the country. However this past week his partnership with social media agency the Mailman Group dropped him back on Weibo, ensures that his connection with his Chinese fans is maximized. Coming on the heels of Wimbledon the re-activation is key for some expanded ROI for his partners, and serves as a great entry point to the massive Chinese fan base.
It’s also a great win for tennis in China, which has grown in popularity with the success Li Na has enjoyed on the WTA Tour, and the increased marketing presence of both the ATP and the WTA across the country. Mailman’s proprietary technology, KAWO, gives brands digital access to China’s 618 million Internet users by repurposing and automating existing social media content onto Chinese channels. The effective use of the global social space by Djokovic, something not every elite athlete has, will be a boon to his growing brand popularity in key points in Asia as the hardcourt season kicks into gear, and tennis goes more front and center in the US. Novak has always been known for his timing on the court, and for his brand partners, re-engagement in China was perfect as well.
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