Tennis
Features
Data Snapshot: Tennis 2020
The sponsorships of the four tennis Grand Slams – plus the ATP and WTA Tours – had a combined contract value of approximately $367m in 2020.
Collection Court No1 – BNP Paribas & the Fédération Française de Tennis
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.
Ace Pace – Jaguar Land Rover & the All-England Club
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.
Seltos Drive Day (Feel the Open) – Kia & Tennis Australia
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.
The Life Artois – Stella Artois & Tennis Australia
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.
Data Snapshot: Australia 2020
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.
This Mama Keeps Going – Chase & the United States Tennis Association
In 2019, Chase expanded on its 2018 US Open #ThisMama campaign with Serena Williams, again firing a conversation and debate about motherhood and work.
Ace for Inclusion – ANZ & Tennis Australia
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.
Game Changers – ABN Amro & Rotterdam Ahoy
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.
Australian Open Ambush – Uber Eats & Tennis Australia
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.
Sponsorship trends in Grand Slam tennis
SportBusiness Sponsorship presents extensive research into partnerships at the four tennis Grand Slams – Wimbledon, Roland-Garros, the US Open and the Australian Open.
IHG made ‘aggressive’ move to win US Open hotel category rights
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.
Oppo, Infosys add cash and new energy to Roland-Garros roster
The French Tennis Federation (FFT) has struck two deals for the Roland-Garros grand slam tournament.
Wimbledon secures major five-year investment from Chinese smartphone brand Oppo
Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.
Infosys showcases award-winning technology innovation experience at 2018 Nitto ATP Finals
Bright Partnerships: 2019 UK Sponsorship Award Winner for the Best B2B Sponsorship
Rolex replaces Citizen as US Open timekeeper
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.
Wimbledon provides launch platform for Jaguar cars
PROJECT DETAILS
Sponsorship title: Jaguar XF Sportbrake Reveal: Official Car Partner of AELTC, The Championships, Wimbledon
Duration of sponsorship: July 2015 – July 2017
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Stella Artois wins new customers from Wimbledon hospitality
PROJECT DETAILS
Sponsorship title: Stella Artois, Official Beer of The Championships, Wimbledon
Duration of Sponsorship: 2014 to 2018
Entered by: Octagon Worldwide Limited
AO’s global growth justifies Kia’s 74-per-cent fee increase
Korean car group Kia Motors has extended its partnership with the Australian Open for a further five years, from 2019 to 2023.
Sponsorship in tennis, 2017
Sports Sponsorship Insider has undertaken research into 57 properties and 417 different brands across elite tennis.
IBM extends with US Open, quits two Grand Slams
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.
Rolex: Market leader retains long-term commitment to sport
Swiss watchmaker Rolex has built a long-term marketing strategy around key sports and events in equestrianism, golf, motorsport, tennis and sailing.
Rolex rolls Paris Masters title deal into tennis portfolio
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.
General Mills and UK tennis: activation case study
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.