Tennis can be a very lucrative sport for the top-ranked players. The top players make money off of sponsorship deals, public appearances and prize money.
But what happens to their brand when they lose (There have been a lot of upsets at this year's US Open: Sharapova; Roddick; Safina and Federer.)?
The answer may be "nothing" if they are smart at structuring sponsorship deals. For example, Federer has a 10-year contract with Nike, in which he earns $10 million every year, plus other deals totaling nearly $28 million. Maria Sharapova earned an estimated $22 million from sponsorships in 2008.
Not bad for not always winning.
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