Maria to be the face of Canon

Maria Sharapova, this year's Wimbledon winner, adds Canon to her list of endorsement deals today.



That's when the electronics company will announce that, beginning next year, Sharapova will appear in ads as the global face for Canon's entire line of products — from digital cameras to office copiers.



The high-fashion, 17-year-old Russian beauty already has deals with Motorola and perfume company Parlux Fragrances.



She also brings something to the deals that's lacking from Anna Kournikova — the other Russian tennis player hot in marketing circles: victories on the tennis court.



"Venus and Serena have done it with their athletic ability, and Anna Kournikova was more sold on her sex appeal," says John Bevilaqua, CEO of sports marketing firm, Sequiam Sports.



"This latest phenom has a little bit of both," he says. "She's a decent athlete and has the sex appeal and glamour that goes beyond the tennis court."



Canon's worldwide $30 billion in annual revenue is derived from a diverse portfolio of products that include business equipment and consumer technology.



The mix of marketing message and spokespeople for them have been just as diverse.



For example, new ads for Canon's imageRunner copier promote with the idea of "not business as usual." Andre Agassi still promotes Canon's Digital Rebel camera. New ads for the Canon Digital ELPH feature a range of storylines to demonstrate color and clarity. Canon's compact photo printers are promoted with the theme: "85-second photo lab."



Now the company will use one face — Sharapova — and a companywide image message of technology with style to bridge individual products.



"This is the right time," says Debra Epstein, Canon spokeswoman. "You have digital convergence gaining tremendous momentum around the world. And here comes Maria proving herself with global appeal. Here is a way for us to tell that digital convergence story."



Canon will feature Sharapova in ads, promotions, public relations and events as part of the three-year deal starting in April. Sharapova says the deal is a good fit because she is a "gadget girl" who makes use of all things high-tech while traveling around the world.



"Because I use so many things such as digital cameras to be able to share my moments on the road, it's such a great connection," Sharapova said in a telephone interview. "It's a great feeling to be connected with something that is so stylish. I love fashion, and Canon is so fashionable."



In fact, as Sharapova's star and ranking have risen on the tennis circuit, so has her mark in the fashion world. She's been profiled in W magazine and in August graced the cover of Vogue Italia. Though she says she enjoys those appearances and her endorsements, she maintains that tennis is still Job One.



"It's very exciting for me," she said. "After being on the court for six hours, being on TV is very glamorous and fun for me. But tennis is always going to be my priority. It's not going to be this thing when all of a sudden TV will get in the way of that."