After the pandemic forced the 2020 US Open to take place behind closed doors, USTA partner IBM conceived, created and executed a consumer and business-to-business virtual tournament experience in just three months.
JP Morgan Chase pivoted to digital for its 2020 US Open activation programme, which ran between August and September 2020 and spanned an online hub, a card members’ digital lounge, invite-only interviews and Q&A, a daily livestream show, a social sweepstake, a virtual concert and even a cooking series.
BNP Paribas highlighted its deep commitment to French tennis around the 2019 French Open by creating mementoes from the physical matter of Roland-Garros’ Number One Court as its was dismantled for redevelopment.
Australia's four biggest rights-holders – the AFL, NRL, Cricket Australia and Rugby Australia – will generate approximately A$188.5 (€111.5m/$122.9m) in central sponsorship revenue in 2020, across a total of 115 deals.
ABN Amro, title sponsor of the Rotterdam Open as the World Tennis Tournament, created a multi-faceted activation that turned 50,000 tennis balls destined for landfill into four products and a playground.
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