Recently retired tennis star Martina Navratilova has teamed up with the American Association of Retired Persons (AARP) in an endorsement deal that will see her as the organization's new Health & Fitness ambassador.
In her new role with the AARP, Navaratilova will share tips with AARP members through online chats, speak at various events, and even conduct Q&As and video segments on the AARP website. While the AARP has had ambassadors in the past, Navaratilova is the first ambassador for health and fitness.
This deal is just one of the latest examples of a growing demand for retired athletes as brand ambassadors. Many of the highest-paid endorsements still go to young stars like LeBron James, retired players are beginning to get far more attention than they used to.
One of the benefits of a retired athlete is that their reputation is well-set and they are often have greater name recognition than younger players. Additionally, finance and healthcare companies are eyeing up the growing legions of aging baby boomers now entering retirement, and are on the hunt for endorsers that their customers can relate to.
AARP has more than 39 million members in the United States, age 50 and up. Both Navratilova and AARP have declined to say how much she is getting paid for her work.
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