US Open: The Zverev brand should experience a cultural change
So far, Alexander Zverev has hardly been guilty of anything at the US Open 2019. Even off the court, the German number one is showing more productive momentum.
by Jörg Allmeroth
last edit: Aug 30, 2019, 09:16 pm
By Jörg Allmeroth from New York City
When Alexander Zverev made a 3-0 blitz start in the first set against American Francis Tiafoe on Center Court on Thursday, a man looked satisfied in the box in the stands. Tony Godsick, one of the most powerful players in world tennis and recently manager of Zverev, seemed to be setting up for a short day at his sunny observation post. But Godsick as a partner on Zverev's side still has to get used to roller coaster rides, games with wild fluctuations and considerable thrills.
However, the smart American, who is married to the former professional player Mary Joe Fernandez, also saw an astonishingly recurring ending for this year after an adventure trip with Zverev. Whenever the 22-year-old from Hamburg played five sets in a Grand Slam in 2019, he left the court as the winner, five times in total. And again in the first two US Open rounds, against the Moldovan Albot, then against Tiafoe. "I would also like to make my life easier," says Zick-Zack-Zverev, the German marathon man, "but I don't know what I can change in concrete terms now."
Zverev has bottomed out
At least one thing seems to be emerging at Zverev's guest appearance in late summer New York, at these previously very turbulent Open American Championships: The crisis-ridden DTB front man has bottomed out a challenging, often bleak season. It may also have something to do with Godsick, the man who will now help and advise and reorganize his career. It is clear that Godsick did not only come as a profit-oriented business owner who pulls renowned sponsoring partners for Zverev on land. The American, who is quickly becoming a stabilizing factor, also wants to stage a cultural change at Zverev, as illustrated by the first quick steps by the Team 8 agency, whose partner is Godsick and Roger Federer.
# BETATHOMEUSWIN #
Zverev should become much more approachable, he should also live out his spontaneity and witty, especially for a young, very young target group, that is the maxim - and so the new management immediately activated accounts for the world ranked sixth on Twitter and Facebook. A small cross-comparison shows what the ATP world champion still has to catch up in the image and brand building in the cosmos of social media: Maestro Federer follow 12.6 million fans on Twitter, Zverev gathered just 12,000 followers in the first days of his presence. At the press conference after the match against Tiafoe, the 22-year-old jokingly begged the journalists to drum up a little for his account. Joint appearances with Federer on an exhibition fight tour in November in South America will certainly help more.
More professionalism through Tony Godsick
Zverev senses that Godsick and Co. have brought more professionalism into his company. That he shouldn't just make big money with him. Even if the skirmishes with old manager Patricio Apey are not yet over, there is still a threat of going to court, Zverev looks like someone who now wants to start a new chapter in his career with a fresh team. Some suspect that Boris Becker's commitment as captain of the German team at the ATP Cup at the beginning of next year can also be traced back to an idea or suggestion from Godsick. In any case, more attention for the new event and for Team Germany with Zverev is certain.
Zverev took two good wins in New York after a tough fight, "against two quality players," as he said. His serve seemed more stable, he had his nerves under control, and he didn't present himself as a self-accuser who constantly quarreled, complained and scolded. Zverev simply accepted the challenges presented to him. In order to go far in this tournament and to get a chance in the qualifying race for the ATP World Cup in London even with a good score, the 22-year-old has to play a bit more determined, gripping, aggressive - simply with that self-evident at the highest level Level that distinguished him about last year when he won the title in the 02 arena. "I left room for improvement, I know it," says Zverev. "But the world in New York could look a lot worse after the first few days." On Saturday, he could advance to the round of 16 with a win over the Slovenian Aljaz Bedene.