On-court Coke for Gaël Monfils - will it mean an endorsement?

Busted Racquet
Monfils asks for a refill during his quarter-final match against Roger Federer at the U.S. Open. (Ella Ling/BPI/REX)
Monfils asks for a refill during his quarter-final match against Roger Federer at the U.S. Open. (Ella Ling/BPI/REX)

NEW YORK – There are legendary stories from former junior players about young WTA Tour player Yulia Putintseva coming on court back in the day with a full two-liter bottle of Coke for her matches. Sadly, no visual evidence has emerged.

That's not the case with Gaël Monfils.

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In the aftermath of his five-set loss to Roger Federer in the U.S. Open quarter-finals, it seems the flashy French player "took a meeting" with the beverage giant.

An endorsement can't be far behind, can it?

Nearly a century ago, Coca-Cola France set a precedent for a potential Coke-La Monf alliance (CocaCola.fr)
Nearly a century ago, Coca-Cola France set a precedent for a potential Coke-La Monf alliance (CocaCola.fr)

He will, however, have to remember to turn the label around whenever there's a product-placement opportunity on court.

There likely is no scientific evidence to support the theory that a Coke will help in the middle of a long, tough tennis match. But when does that have anything to do with anything? They can spin it.

Monfils even toasted the crowd (more specifically, his agent) with a Coke (and a smile, presumably) during his win over No. 7 seed Grigor Dimitrov.

Asked about it at a press conference, Monfils had this to say:

"Well, sometime, you know, I just feel like I want a Coke, you know, and I drink a Coke."

The Canadian has a nice, new endorsement deal with Coca-Cola Canada. And yet we've never seen her drink one.
The Canadian has a nice, new endorsement deal with Coca-Cola Canada. And yet we've never seen her drink one.

Most of the time, life is pretty linear in La Monf' Land.

Coca-Cola France does have, deep in its archives going back to the 1920s, an advertising precedent for such a thing.

If Canadian Genie Bouchard can corner the Canadian Diet Coke endorsement market, without ever having been seen actually drinking one in public, this seems like a no-brainer.

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