Tennis

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.

Chinese smartphone brand Oppo’s campaign around the 2020 French Open spanned online and on-site initiatives to promote the 5G Find X2 Pro handset, primarily targeting young adults.

Official airline Emirates activated its rights around the delayed 2020 French Open to promote the fact that, post lockdown, its Dubai-Paris flights had restarted.

In the second half of 2019, WTA official global partner SAP ran an activation showcasing how its technology supports the game via a virtual tennis presentation with animated infographics.

Technology partner IBM helped the AELTC deliver a digital experience to help Wimbledon fans bereft at the Covid-enforced cancellation of the 2020 tournament.

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

With Wimbledon 2020 cancelled due to Covid-19, Official Water Evian rewarded UK heroes fighting the pandemic with a ticket/experience giveaway for the 2021 tournament.

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.

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.

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.