Tennis

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The sponsorships of the four tennis Grand Slams – plus the ATP and WTA Tours – had a combined contract value of approximately $367m in 2020.

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.

At Wimbledon 2019, a campaign to promote the electric Jaguar I-PACE was led by a smartphone app on which tennis fans could test their serve to win tickets, supported by multi-platform media.

Part of Australian Open major partner Kia’s multi-faceted ‘Feel the Open’ activation in 2020 was an influencer-led, premium Drive Day experience promoting the new Seltos model to young adults.

Stella Artois activated its rights as official beer of the 2020 Australian Open with creative in which a team of artists produced works linked to each day’s action.

Global hotel chain Hilton has become a sponsor of this season’s WTA Finals as the finale to the women’s tennis tour heads to Shenzhen, China for the first time later this year.

Payments provider OFX has been signed up as the exclusive global foreign exchange partner of the International Tennis Federation

Japanese personal care company Shiseido has agreed a deal with the Women’s Tennis Association to become the title sponsor of the season-ending WTA Finals in Shenzhen, China.

The Halle Open, Germany’s leading tennis tournament on the men’s ATP Tour and a traditional warm-up event for the Wimbledon Championships, has secured health care provider Noventi as a new title sponsor jus…

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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.

In 2019, Chase expanded on its 2018 US Open #ThisMama campaign with Serena Williams, again firing a conversation and debate about motherhood and work.

For its 2018 and 2019 Australian Open activations, ANZ sought to burnish its corporate reputation by replacing Novak Djokovic with wheelchair champion Dylan Alcott as the face of ANZ tennis.

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.

Uber Eats set out to grab the attention of the Australian Open audience with post-ad break spots that replicated the event so effectively that viewers thought they had returned to the tennis broadcast.

SportBusiness Sponsorship presents extensive research into partnerships at the four tennis Grand Slams – Wimbledon, Roland-Garros, the US Open and the Australian Open.

The InterContinental Hotels Group (IHG) acquired Official Sponsor rights to the US Open tennis championship in a five-year deal with the United States Tennis Association.

The French Tennis Federation (FFT) has struck two deals for the Roland-Garros grand slam tournament.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

Swiss watchmaker Rolex has agreed a fee of around $10m (€8.5m) per year to serve as the US Open’s Official Timekeeper and Official Timepiece in a deal stemming from the early contract termination by rival brand Citizen.  

PROJECT DETAILS Sponsorship title: Jaguar XF Sportbrake Reveal: Official Car Partner of AELTC, The Championships, Wimbledon Duration of sponsorship: July 2015 – July 2017 E

PROJECT DETAILS Sponsorship title: Stella Artois, Official Beer of The Championships, Wimbledon Duration of Sponsorship: 2014 to 2018 Entered by: Octagon Worldwide Limited

Korean car group Kia Motors has extended its partnership with the Australian Open for a further five years, from 2019 to 2023.

Sports Sponsorship Insider has undertaken research into 57 properties and 417 different brands across elite tennis.

Global technology company IBM has extended its US Open sponsorship for five years, from 2017 to 2021, in a deal comprising cash, value in kind and minimum advertising commitments.

Swiss watchmaker Rolex has built a long-term marketing strategy around key sports and events in equestrianism, golf, motorsport, tennis and sailing.

Swiss watch manufacturer Rolex has taken over the title rights to the Paris Masters men’s tennis tournament from French bank BNP Paribas in a change of roles for two of the biggest sponsors in French tennis.

US consumer foods group General Mills launched its new Lawn Tennis Association-endorsed Nature Valley protein bar on the day that Andy Murray crashed out of the Aegon Championship at the Queen’s Club in London. But tennis is a long-term play for the group.