McCormack also changed the way tennis tournaments, especially Wimbledon, were run. In 1978, McCormack invited Rolex chairman Andre Heiniger to Wimbledon and seated him in the Royal Box. After McCormack's persuasion, Heiniger decided to connect his brand with tennis. This decision changed the face of Wimbledon, with Rolex now synonymous with Wimbledon and Rolex brand ambassador Roger Federer becoming synonymous with Wimbledon. Over the years, tennis tournaments and events have continued to be marketed in a variety of ways, moving from retail brands like Rolex to entertainment companies. Here we will take a closer look at some of them.
1) Retail partnership
In June 2023, British kitchen and home appliances retailer Haier will spend millions to generate buzz about its partnership with the Cinch Championship, a popular ATP tennis event held at the Queen's Club in London, England. Announced a pound-sized marketing campaign. The Cinch Championship is the longest-running event on the ATP Tour, and the British retailer has secured sports advertising on all London FM radio stations, as well as various underground stations near the Queen's Club. We launched various paid media campaigns, including targeted OOH campaigns. Stations include Bond Street, Green Park, Victoria and Barons Court. Some consumers may be wondering how a partnership between a tennis tournament and a kitchen or electronics store would work, but it's an old practice in tennis to store balls in the refrigerator for safekeeping. , so any true tennis fan will know there's a huge connection. Bounce until used.
2) Online casino partnership
In recent years, online betting companies have become interested in sponsoring sporting events, and today it is very common to see online gambling brands on interactive screens around the pitch and on players' shirt sleeves. Masu. Sports teams and tournaments are equally interested in benefiting from these sponsorships, as online gambling is a growing industry and the market value is predicted to reach $213 billion by 2028. Masu. It is also beneficial that there are so many online gambling organizations around the world that you can find partners with. William Hill in the UK and Wilds Casino in New Zealand. This means there is no competition to sign with these brands as there are multiple options. Even better, most countries have their own tennis tournaments, so you can partner with local online gambling organizations to help generate local capital. For example, a popular online casino in New Zealand is Wildz Casino NZ, known for its welcome bonus and wide range of games. One of New Zealand's biggest tennis tournaments is his ASB Classic, which runs from January 1st to 13th. 2024.
3) Technology partnership
We also often see technology companies partnering with tennis tournaments, one of the most important examples being IBM Consulting's partnership with Wimbledon. IBM is a specialist consulting and services company that has worked with Wimbledon for many years to provide AI-generated insights. Wimbledon uses IBM technology to capture easily accessible match moments for fans, giving them a unique way to watch the match and get highlights. Tennis offers many attractions, from socializing opportunities to staying fit, but it's also a profitable business that Mark McCormack first realized in his 1950s. This recognition has not diminished over the years, and we are seeing more and more industries, from retail to entertainment, form partnerships with tennis stars and tournaments.
