"Shut up" for more brand visibility

This week, when tennis pro Stanislaw Wawrinka told a rowdy fan at the U.S. Open to “shut up, man” and “seriously, shut up,” the crowd booed – but sponsors cheered. They had paid big bucks for a moment like this.

Without the brief disruption, viewers were only exposed to the product logos on the court. But the “shut up” incident required cameras to point into the crowd, bringing into view a different promotional tableau.

THREE QUARTER SHOT: An irritated Stanislaw Wawrinka is yelling into the stands, wearing Yonex and Fromm logos on his shirt, shorts, and racquet. Also in the frame: Ralph Lauren Polo, IBM, Emirates Airline, Chase Bank.

CUT TO: Noisy fan in the first row: Heineken, esurance, American Express, Chia Pod, JP Morgan, Xerox.

CUT TO: Warwrinka’s opponent, Thomaz Bellucci, enjoying a breather during the altercation: Wilson, adidas, Correios, Mercedes Benz, Westin Hotels & Resorts.

Professional tennis wasn’t always this way. But everything changed in 1979 when IMG sports management signed Bjorn Borg, branded him from head to toe, and made him the wealthiest athlete in the world. Every pro player has been doing it ever since.

And who could blame them? Just for sporting the Yonex logo, Wawrinka earns $20 million a year, according to SportsPro news.

At the post-match press conference, a victorious Wawrinka relaxed in front of a logoed backdrop and calmly remarked that “People get drunk” and “it’s okay.” As if to exert his off-court independence, his clothing was logo-free. The only branding on his body was his personal brand, in big black letters on a bright red t: STAN THE MAN.

- Ken DuBois