Australia’s tennis superstar Nick Kyrgios, who is playing the men’s singles final at Wimbledon on Sunday night, has always drawn a crowd, but is he getting too hot for sponsors?
enters centre court at Wimbledon for the men’s singles final on Sunday night , his key sponsors, including Nike, Yonnex and Beats, will be lapping it up.
Tournaments, even the All-England Lawn Tennis and Croquet Club, tolerate Kyrgios – who has been fined $20,000 this tournament alone for a range of offences from spitting to audible obscenities – because he draws crowds and gets people talking on social media.Even domestic assault allegations brought by his ex-girlfriend Chiara Passari, which emerged this week and will see the tennis superstar appear in the ACT Magistrates Court next month, have not been enough to stop Kygrios Inc.
Kyrgios’ manager, John Morris, will be no doubt inundated with potential new sponsors following his client’s dream run at Wimbledon which cast him into Sunday’s final afterFor Kyrgio’s long-term sponsors, including Nike, the Australian’s first Grand Slam final is a chance to reap the financial return on a long-term investment.
But some experts believe sponsors may desert Kyrgios if he is found guilty of assaulting his former girlfriend, a charge which has a maximum penalty of two years jail. “But brands must be careful because the bad boy image has its own limits. There is a fine line between harmless yet infamous bad boy behaviour and the harmful and abusive ‘bad’ boy. If Kygrios is found guilty, there is no chance that sponsors will stand by his side. No one will stand for an abuser.”
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