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2009-01-14 00:00:18
It's official. Former Nike whiz kid and current sports marketing corporate suit, Adam Helfant, has been given the reins of the ATP. The Harvard alum gave a statement to the press this week:
"There is no doubt that men's professional tennis is one of the world's most popular sports and, as a lifelong fan, it is a great honour to have been given the opportunity to take the helm at such an exciting time for the ATP. The ATP World Tour is a truly global sporting event, featuring some of the world's best athletes and followed by millions of the most dedicated sports fans and I could not be more excited about being its new Executive Chairman."
In the interest of fairness, I have to say that the newly appointed CEO has created quite a resume, chock full of impressive credits.
After completing his education at Harvard, Helfant established a private law practice, eventually lending his expertise to NHL Enterprises, Inc.- the company that monitors the activity of the National Hockey League.
He signed on as a member of Nike's legal department in 1995. Over the next decade, he held prestigious positions for Global Sports Marketing, ranging from Director of Business Affairs to corporate Vice President.
Word on the street is nothing, if not consistent- Helfant's contemporaries and business partners, both past and present, describe him as hard working, dedicated, driven and intelligent. The former Ivy leaguer and Nike executive has successfully negotiated everything from licensing deals to lucrative apparel contracts. He has worked alongside some of the most famous names in the business. In addition, many who know Helfant applaud his desire to include the opinions and input of coworkers during times of heated negotiation and deal making.
Fine, but where might I find any relevant tennis experience?
Despite the cheery response to the press- don't get me wrong, I understand the optimism prior to the start a new job, we've all felt it- the ATP is in crisis. Last year, the company found itself seven figures in the red. In 2009, the company is still without major television distribution, and the marketing department has no idea how to go about promoting the sport effectively.
If Helfant led the short list of applicants to replace de Villiers, the ATP Governing Board missed the boat. With his extensive background in sports marketing, hire the guy to head the marketing department, not the entire company.
I appreciate Helfant's earlier declaration- he called himself a "lifelong tennis fan." The fact remains, however, he has no viable tennis experience. Again, marketing experience does not, and should not, imply future success as the ATP commander in chief.
A cursory look at the latest reports will tell you one thing: Helfant has the approval of some of the most powerful names in tennis. For those of you who may not know, Rafael Nadal and Roger Federer, both represented by Nike, have gone on record with their support. I'm not surprised.
Marketing is, in part, a verbal confidence game. As part of the "business" of marketing, I know that game backward and forward, inside and out. Helfant's stock and trade treads familiar territory. A born negotiator- or manipulator, depending- he managed to propel himself to the most exalted position at the ATP. Miraculous, considering his complete lack of hands-on training.
The Board made the decision and we, the tennis community, must lie in wait. Would I like to be proven wrong about Adam Helfant? Yes. Do I believe I will be? Undecided.
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I fear they will come to regret this choice. They were influenced by his legend of money making, but he hasn't a shred of tennis experience as was said. I don't have an easy feeling here.
RocketQueen , 1/14/09 4:31 PM
Hard as it may be, we should at least give the guy some time before passing judgement.
JohnnyM , 1/14/09 6:30 PM
I know about marketing as much as some America based Russian player about subtlety but I don't like the smell of it. I would have prefered an European insider but who am I to complain? Only an ordinary fan. So ordinary that was not even in the extended research made in order to implement the new and great ATP changes. You know:RR, ranking points, WTF and stuff.....
acionescu , 1/14/09 7:32 PM
Sorry but his record is out on display for all the world to see. Adding an American marketing gentleman to the highest post of tennis is a diabolical decision.
RocketQueen , 1/14/09 7:34 PM
Diabolical is quite the right word, RQ. You would have thought the ATP'd have learned it's lesson putting somebody in charge that is not ivolved in tennis. Apparently not. I hope Mr. Helfant is successful, but I don't hold out a lot of hope.
cherylmurray , 1/14/09 11:37 PM
they needed a euro with tennis in his past & didn't get one. when whoever this guy is falls flat on his nasty looking face maybe they'll get one.
mishy , 1/15/09 9:21 AM
I think it all comes down to aptitude and attitude. Helfant does have the aptitude, attitude is what remains to be seen.
samprallica , 1/15/09 12:00 PM
I don't understand why we must travel the road again Cheryl. Mr. de Villiers had no tennis to show for himself, yet here we are once more. Mr. Helfant should do right by the ATP and institute a pay cut for himself and the others on his team. I don't have faith he will do that but I shall hope along with you.
RocketQueen , 1/15/09 6:12 PM
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Fantastic article. No experience in tennis, but I think Helfant does have a feel for success at the helm of huge companies. If he has good advice, his tenure could be fruitful.
samprallica , 1/14/09 3:03 PM