I recently had the special opportunity of a front row seat to watch the greatest tennis player who has ever played the game win a 2 set match.  Roger Federer is not only an amazing tennis player, but I think he is an extremely good marketer.  He knows how to play the crowd, he knows how to acknowledge people in the audience, such as André Agassi, who very rarely attends tennis matches, but did attend the tournament which was played relatively close to where he and his wife, Steffi Graf, live in Palm Springs.  He is wildly popular, the stadium fills before his game and by the time the next game is to be played, even though it is on the centre court, half of the people have deserted their seats, if not more than half.  Watching him, you just realise that he knows how to say the right things at the right time, to be charming and to ensure that he is very marketable.  There are sports stars, and I can think of a number of South African golfers, who would make a lot more money if they were better at media interviews, at getting the crowd excited, etc and instead of being rather boring personalities who don’t say much, and probably as a result earn a lot less than they could.