Roddick signs endorsement deal with Lexus
Andy Roddick is adding to his growing portfolio of endorsements.
The 22-year-old American, who currently is ranked fifth in the world, has signed a multiyear worldwide endorsement deal with Lexus. Financial terms of the deal were not disclosed, but Roddick is expected to appear in print and television advertising and will wear an embroidered patch from the carmaker on his sleeve.
Off the court, it has been a busy couple of months for Roddick. In April, Roddick did not renew his clothing deal with Reebok and signed a lucrative contract with Lacoste. As soon as his shoe contract with Reebok expires at the end of the calendar year, Roddick will be the face of Babolat shoes. Roddick already uses the company's tennis rackets.
Lexus recently signed a three-year deal with the USTA to be the presenting sponsor of the U.S. Open men's singles championship and the official vehicle of the tournament, which this year runs from Aug. 29-Sept. 11. That deal is worth $24 million, according to The SportsBusiness Journal.
"We've had offers for car deals in the past," said Ken Meyerson, Roddick's agent from SFX. "But this was definitely the best opportunity. For what Lexus is trying to do, Andy is a great ambassador."
Although Roddick has previously said he loved Hummers, Meyerson said his client is a credible spokesman for the Lexus brand -- as he owns a SC430 model of the car. His Lexus deal does not currently include the option for a signature model of car.
Roddick's other endorsement deals include American Express, Rolex and Parlux, which is scheduled to debut a signature Roddick cologne next year.
"He's clearly the best American men's tennis player and he's very charismatic and professional," said Ryan Schinman, president of Platinum Rye Entertainment, a sports and entertainment marketing firm. "If he wins a couple more Grand Slam tournaments, makes some cameos in films and breaks out of the tennis world by placing himself at nontraditional hip events, he'll be an A-list star."
Roddick has won 18 ATP singles titles, including three this year, but his only major title was the 2003 U.S. Open.
Roddick is seeded No. 2 in the bracket at Wimbledon, which starts on Monday. Roddick lost to Roger Federer in the finals of the event last year.
Darren Rovell, who covers sports business for ESPN.com, can be reached at Darren.firstname.lastname@example.org.
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