Finding the right way to advertise a brand is always a challenge. Whether that’s through social media or an event, finding a connection is important to succeed.
Event sponsorships primarily increase brand awareness while helping the brand stay on the consumers' minds. Tennis tournaments are streamed in sports apps, TV channels, covered in social media, while also hosting millions of fans. Different companies take advantage of this and sponsor Grand Slams.
There are four Grand Slams each year: the Australian Open, Wimbledon, Roland Garros, and the U.S. Open. Each major has its own identity and values. For example, Wimbledon is the oldest tennis tournament, keeping its classic atmosphere, with grass courts and players only allowed to wear white clothes. On the other hand, the US Open vibes are more exciting, with vibrant colors and hard courts, and players show their personalities through their outfits.
Big companies showcase their brands in the Grand Slam that match their values. Rolex, a luxury watch brand, is the main sponsor of Wimbledon. It is not a coincidence that both are long-established brands, referencing symbols like royalty, Rolex has a crown in its logo, and Wimbledon's tradition is to have the Princess of Wales handing the trophy to the champion. Even their brand colors match!
Another good example is J.P. Morgan's sponsorship of the U.S. Open. Being the biggest bank in the United States and having your name on the big screens of a Grand Slam in New York allows them to reach a different audience (athletes and sports fans) that is not usually targeted in most of their campaigns.
Why do these companies do it?
Thousands to millions of people can see their names, increasing brand awareness. According to U.S. Open 1,048,669 fans went to the U.S. Open in 2024, 8% more than the previous year. That’s just counting tickets sold.
Tennis is popular among wealthy people. It’s common to see actors, singers, athletes, and millionaires attending these Grand Slams. For that reason, airlines, sports, and luxury brands try to sponsor these events.
Every picture of a player features a sponsor, either on the court or with the trophy. These pictures are massively shared on social media by the tournament as well as the fans and players.
The UGC content by fans is tremendous. From practices, restaurants, and matches. The sponsors’ names are always popping up on social media.
It boosts brand visibility!
Now, the curious thing is. Brands consciously choose where to put their names. Values, identity, and audience must all align to result in an “ace”.
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