Chinese star Zheng Qinwen has ‘Yao Ming’ marketing potential in the US

When Zheng Qinwen stepped onto the court for her second-round match on a scorching Day 3 of the US Open, she was greeted by a roar from the crowd in the stands. Asian-American fans lined the upper and lower courts, including one youngster proudly carrying a Chinese flag who cheered her on as she defeated Russia’s Erika Andreeva to secure a spot in the tournament’s third round.

The 21-year-old rising star has already made her mark on Chinese history by winning Olympic gold in Paris, but in the US she has only just gained popularity and made it into the mainstream media.

“It felt like coming home for me,” Zheng said at a post-match press conference. “The first time I went to the US Open (in 2022), I got to the second round and got a lot of support from Chinese (fans), but I wasn’t used to that. I was more nervous on court, but after three years, I feel very comfortable. I love that they shout my name and clap after a good shot.”

Zheng entered the US Open on a high after winning the country’s first-ever Olympic gold medal in the women’s tennis tournament. The former world No. 2 helped her country equal the United States for the most gold medals (40). Earlier this year, she reached her first Grand Slam final at the Australian Open in January.

Now she is determined to win her first US Open title.

Pursuing the lofty goal coincides with her opportunity to gain more exposure and marketability in the United States. In addition to her rise through the tennis ranks this year, her sponsorship portfolio has grown as well. Zheng currently has nearly a dozen sponsorships with major brands including Nike, Gatorade, Wilson Sporting Goods and McDonald’s. She recently became only the second athlete to sign a deal with Lancôme, joining No. 1 Iga Świątek.

Backed by companies in cosmetics, clothing and food, she has a unique opportunity to build a personal iconic brand that resonates with lifestyle brands and other major sponsors. Her commercial partners hope she will continue to connect them with the large group of potential consumers in China.

“She’s very capable of entering the U.S. market and brands are going to find creative ways to use her,” former Octagon senior vice president and consultant Bo Heiner said in a phone interview. “The proof in the pudding is always success on the court. If she continues to be a top 10 player, then (more) commercial opportunities are going to come her way. … It’s an exposure play.”

Heiner links her rise and marketing potential to former New York Knicks star Jeremy Lin and retired eight-time All-Star Yao Ming, who sparked a new generation of Asian NBA fans.

He noted how endemic tennis brands like Emirates Airlines and Rolex are often based in international cities, and that they can benefit from foreign tennis players like Zheng to boost U.S. exposure. “She’s as well-prepared as anyone to succeed in the United States,” Heiner said.

Zheng looks up to Li Na, the first Chinese woman to win a Grand Slam singles title. Li, who Zheng cites as an inspiration, was also popular in China, helping to create a huge explosion in tennis participation in the country.

Li was also a favourite in the corporate market, with sponsorship deals with brands such as Haagen Dazs, Rolex and Nike. At one point, she signed a multi-million pound deal with Mercedes-Benz, which also helped her popularity in China, one of the world’s largest car markets. The former world No. 2 essentially created a blueprint for what Zheng could potentially achieve, both on and off the pitch.

Zheng also has deals with China-based companies such as Ant Group, a subsidiary of Alibaba. Ant Group also owns mobile payment platform Alipay, whose brand logo was placed on her chest on her outfit on Wednesday.

Zheng, who has 284,000 Instagram followers, said she’s now focused on honing her craft while recognizing the need for off-the-court victories. It’s all about balancing her hectic schedule, she said, with input from her coach and manager. For now, she believes expanding her footprint at home is the smartest move.

“You have to make some time for the commercial stuff,” she said earlier this week. “I think I’ll do (activations) in China because it’s a lot easier for me than outside of China.”

She is still in the early stages of her professional career, but it is clear that she has the opportunity to transcend the sport in ways that others cannot. A win at the US Open could be the catapult and perfect timing after winning gold in Paris.