Asian star power

A new generation of sports icons and their growing fan base create opportunities for global marketers

In her post-match speech after winning this year's Australian Open, China's Li Na made sure to thank her agent at IMG, a global talent-representing company, for making her rich.

Apart from the $2.4 million in prize money, the most successful female tennis player in Asia knew that her second Grand Slam title would unquestionably improve her position in the list of highest paid women athletes, with new endorsement deals likely to come her way.