2019 US Open champion Bianca Andreescu is fast becoming a heavyweight commercial asset in tennis, capable of commanding €32,000 (US$35,331) per social media post, according to a recent study undertaken by Nielsen Sports.
Drawing on data from the Influencer Selection and Measurement framework study, which saw Nielsen analyse athlete social media profiles over the last six months, the 19-year-old Canadian is ranked as the highest-performing athlete aged 25 or under.
Andreescu’s social media followers grew by 585 per cent over the course of the study, averaging 97,000 likes and 1,100 comments per post. Based on Nielsen’s framework grading, Andreescu scored 19 out of 20, which accounts for factors such as follower growth, engagement levels and overall media value per post.
On the men’s side, up-and-coming Russian Daniil Medvedev saw his followers grow by 473 per cent over the past six months, scoring 16 out of 20 with Nielsen. Medvedev’s social media presence was dominated by fashion-related engagement, with 48 per cent of his followers interested in the sector.
Salvatore De Angelis, Nielsen’s head of digital for Europe, said: “Of course, success on the court breeds greater commercial opportunity for the athletes, but these findings demonstrate the ways in which brands in specific sectors – such as the fashion industry – can capitalise on the changing of the guard, as the sport’s established superstars begin to give way to a new generation.”
The Australian Open is currently underway and concludes on 2nd February, with Medvedev having reached the third round. However, Andreesu was forced to withdraw ahead of the competition after failing to recover from a knee injury picked up at the WTA Finals in October.