Caroline Wozniacki has signed a sponsorship deal with Danish brand JBS to produce her own underwear collection later in the year.
Concern was expressed at last week’s Sport for Business Round Table on women in sport about the dangers of sexualisation of athletes and this deal will add fuel to the fire.
Underwear deals are not uncommon with Daviod Beckham and the Italian football team featuring in campaigns in recent years but care needs to be taken as there are fewer role models in women’s sport and some of the advertising done by JBS for some of its ranges would not leave much to the imagination.
The statement announcing the deal said that Wozniacki, the youngest player in the world top 20 would have a major involvement in the design and production of the range.  It is hoped the same level of control is exerted over the marketing and that it is done in a way which highlights her talent as a player rather than focusing on some of her other attributes.


Find out more about how Sport for Business can be of benefit to you
Subscibe today for the free Sport for Business daily news digest