Danielle Collins.
She wasn’t necessarily a name on everyone’s lips up until last week.
For those unfamiliar, Danielle Collins is a US tennis player, currently ranked number 11 in the world, seeded 10 at the Australian Open, who was competing to take home the prized trophy.
Tennis has always positioned itself as somewhat of a posh sport.
Any tennis player that tends to go against the grain gets given a nickname aka Novak Djokovic affectionately being dubbed ‘The Djoker.’
But for the crowds of Australians headed to Melbourne Park or for those watching along at home, yes, of course they want to watch the tennis, but the also want a show.
Enter this year’s tennis star: Dannielle Collins, who was ready to step into the role of hothead and villain.
And like any good story, dear reader, the stories that work best are those with a hero and those with a villain.
It’s a tale as old as time really. Good versus evil. Hero versus villain. And well, you know the rest…
Not only was Collins ready to step into the role, she really leaned into it.
She spoke about the “big, fat pay cheque” which came along with her competing at this year’s Australian Open and also telling the crowd to “shut up” during her match against Australian tennis player, Destanee Aiava.
And then a twist.
Collins is knocked out in the third round by her fellow compatriot Madison Keys, with Collins booed as she left the arena.
Then Collins spoke about the sponsorship deals that were coming her way: “I think that six different sponsorship opportunities come up this tournament alone. That’s a great signal for me.”
Sounds like a win for Collins.
She leaned into this character, was generating headlines – not really for the right reasons – has sponsorship deals coming her way and is significantly richer having reached the third round of the Australian Open.
Sports and sportsmanship do go hand in hand. Tennis is no exception.
But is all press, good press?
It remains to be seen whether this was just a blip for Collins in her sports career or if she will face longer-term negative impacts in her career.
Will there be brands willing to work with her? Or will it be a case of for every brand that does want to work with her, there are several others that don’t.
For now, it seems like Danielle Collins, while leaving a divided Australian when it comes to those that love her and those that loathe her, is off to enjoy her ‘Brat Summer’. Charlie XCX style.
Tony Nicholls
Founder and Director of Good Talent Media