The Can't-Miss Swiss Miss? by Bill Gray

Martina Hingis Inc. could be that rare sports marketing property which becomes a household name, crossing over even into households that think the WTA is some kind of new federal program.

Some in the marketing community are hoping-and betting-she can transcend the sport and cross over into the marketing mainstream like Gabriela Sabatini, the most famous Argentine Rose since Eva Peron.

The formula that could transform Hingis the tennis ingenue into mega-Martina of Madison Avenue is there---the combination of good looks, charisma and the ability to win the occasional important tournaments that prompts advertisers to want to show her the money.

Already, Yonex Racquet and the Sergio Tacchini apparel and footwear company have stepped up, especially the latter, which is betting its tennis store (in the form of a $10 million endorsement deal) that Hingis will sell a lot of signature clothing and tennis shoes.

The timing couldn't be better for the Italy-based company or the tennis industry in general, says Aaron Schubert, Tacchini executive vice president and head of U.S. operations. "Tennis hasn't had a player with a lot of charm lately," he says. "Pete Sampras represented us for many years, but he was so dull. Even though [former Tacchini spokeswoman] Sabatini was a very personable girl, she was so uptight on the court. Now, here's a young kid who is excellent whether she wins or not. She's feminine, she has beautiful manners, she's well-spoken and she has a charming smile. People are really going to go for her."

Martina-mania is already booming in Hingis's native Europe, Schubert says, although in this country she's "still a young girl without a name except among hard-core tennis fans." But that could change quickly if she keeps winning. She's what the tennis marketing community has been searching for-a new star to help the game break back into the 10 most popular spectator sports. Five of its current 10 most well-known players-Jimmy Connors, John McEnroe, Chris Evert, Sabatini and Martina Navratilova-are retired.

Everybody in the tennis business, especially manufacturers like Yonex and Sergio Tacchini, are poised and ready to celebrate and promote Sweet Sixteen all around the world and all the way to the bank.

Here's looking at you, kid.