Tennis
‘We need to be where the premium brands are’ | Francesca Tognoni, Haier Europe
Brand exposure is a significant aspect of Chinese domestic appliances company Haier’s sponsorship strategy, but it cannot come at the expense of its premium positioning.
Haier makes swift move for premium audiences with Roland Garros and ATP deals
Chinese home appliances brand Haier is targeting premium sports audiences through two separate tennis sponsorship agreements with the ATP Tour and the French Tennis Federation (FFT). Faaez Samadi reports.
Haier moves into tennis with Roland Garros, ATP Tour sponsorship
Haier, the Chinese multinational home appliance and consumer electronics firm, has become a sponsor of Roland Garros and the ATP Tour
Estrella Damm tops up Madrid Open sponsorship
Beer brand Estrella Damm has agreed a five-year extension to its sponsorship deal with the Madrid Open, a top-tier ATP Masters 1000 and WTA 1000 event on the men’s and women’s tennis tours.
ATP continues sustainability drive with Longi sponsorship
The Association of Tennis Professionals (ATP) has announced a new global sponsorship with Longi Green Energy Technology
PTPA hires CSM for partnership development
The Professional Tennis Players Association (PTPA) has announced that CSM Sport & Entertainment will be the official partnership development agency for the PTPA and its for-profit Winners Alliance, focusing…
PTPA lands Fanatics trading card deal
The Professional Tennis Players Association (PTPA) for-profit commercial affiliate, Winners Alliance, has reached an agreement with Fanatics Collectibles to provide men's and women's trading card set programs…
Świątek becomes first women’s tennis signing for On
On, the Swiss sportswear and equipment brand backed by tennis legend Roger Federer, has further expanded its presence in the sport by signing up world No.1 Iga Świątek as its first female brand ambassador.
Kia revels in Australian Open’s ‘playful premium’ positioning
Kia’s decision to extend as ‘Major Partner’ of the Australian Open in January has made the relationship one of the longest running deals in Australian sports sponsorship. Faaez Samadi reports.
WTA announces Morgan Stanley as global sponsor
The Women's Tennis Association (WTA) has announced a new multi-year global sponsorship deal with US bank Morgan Stanley.
'Global Partner' is the second tier of WTA sponsorship below 'Title Partner'
ATP targets reduction of plastic waste with Waterdrop deal
The Association of Tennis Professionals (ATP) has made the reduction of plastic waste a core focus of its sponsorship agreement with Austrian hydration company Waterdrop. Faaez Samadi reports.
ATP Tour agrees Gold Partner deal with sustainable hydration brand Waterdrop
The ATP Tour has agreed a multi-year sponsorship deal with Austrian hydration brand Waterdrop that will see the company become its Official Hydration Partner, starting this year
Rolex renews with Shanghai Masters in 10-year deal
Watchmaker Rolex has renewed its title sponsorship of the Shanghai Masters ATP 1000 tournament in a 10-year deal running from 2023 to 2032
Kosmos ‘takes case to CAS’ over Davis Cup contract termination
Kosmos Tennis, a subsidiary of the Kosmos investment group, claims to have taken its case to the Court of Arbitration for Sport in Lausanne following the termination of its 25-year agreement with the International…
Dunlop seals Australian Open extension amid ball quality concerns
Tennis Australia has agreed a five-year extension to its sponsorship deal with Dunlop for the Australian Open despite criticism over the sporting goods manufacturer’s products at the ongoing edition o…
ITF’s 25-year Davis Cup deal with Kosmos terminated
Kosmos Tennis' 25-year agreement with the International Tennis Federation to run and commercialise the Davis Cup has been terminated following unsuccessful attempts to renegotiate the deal
ATP signs global sponsorship with e-scooter maker Nilox
The Association of Tennis Professionals (ATP) has announced a new global sponsorship with Italian e-scooter and e-bike manufacturer Nilox
Chemist Warehouse extends Australian Open sponsorship
Tennis Australia has announced that pharmacy retailer Chemist Warehouse has extended its sponsorship for another three years