{"id":17704,"date":"2016-05-04T11:43:22","date_gmt":"2016-05-04T09:43:22","guid":{"rendered":"https:\/\/www.euruni.edu\/blog\/?p=17704"},"modified":"2019-06-21T15:38:23","modified_gmt":"2019-06-21T13:38:23","slug":"calling-the-shots-tennis-sponsorship-at-its-finest","status":"publish","type":"post","link":"https:\/\/www.euruni.edu\/blog\/calling-the-shots-tennis-sponsorship-at-its-finest\/","title":{"rendered":"Calling the Shots: Tennis – Sponsorship at its Finest"},"content":{"rendered":"

In his short time in Barcelona, Evan Planchon has made an impressive impact on the sports scene. Having carried out interviews<\/a>\u00a0with industry leaders he has networked his way to a\u00a0<\/em>privileged all-access experience at the\u00a0Barcelona ATP Open Banc Sabadell 2016<\/strong>. See what lessons he learned in the latest issue of\u00a0<\/em>Calling the Shots.<\/p>\n

On April 21, I was delighted to be invited to the Barcelona ATP Open Banc Sabadell 2016<\/strong>. The full-access experience did not only allow me to expand my network within the sports industry in Barcelona, but also enabled me to gain a full insight into an area I aspire to strive in: sports sponsorship.<\/strong><\/p>\n

As I wondered around the tennis village, I was astonished to see the level of sponsorship presence around the premises. Events like these, broadcasted globally, are vital for sponsors who are willing to make countless sacrifices<\/strong> to gain public attention in an attempt to boost annual sales and maintain corporate reputation.<\/p>\n

As I watched a childhood hero, Rafael Nadal<\/strong>, battle on the court, I reflected upon the level of influence sponsorship has on the world of sport.<\/p>\n

How did sponsorship revolutionize the sport of tennis?<\/strong><\/p>\n

Risks & Returns<\/h2>\n
\"Standing

Standing next to the tournament trophy sponsored by Banc Sabadell<\/p><\/div>\n

Sponsorship is no easy task;<\/strong> a large investment is required but most importantly, selecting the right event and\/or person to represent your brand<\/strong> is a challenging task.<\/p>\n

Maria Sharapova is an impeccable example of when risks surpass rewards<\/strong>; putting reputed multinationals at risk of jeopardizing their own corporate reputation that took so long to build, yet was so quickly damaged.<\/p>\n

Car manufacturer Porsche<\/strong>, sporting goods giant Nike<\/strong> and watchmaker Tag Heuer<\/strong> are navigating in troubled waters today after the latest sponsorship scandal that left the corporations wondering: is it worth the risk?<\/strong><\/p>\n

The answer remains yes<\/strong>, but only if a strict control strategy is implemented.<\/p>\n

After all, sponsors keep a fixed eye on their investment returns as sponsorship deals have reached over $739 million in 2014. Sponsorship analysts predict that this year\u2019s spending exceeds over $800 million<\/strong> with the considerable growth in digital marketing <\/strong>that enable marketers to reach a larger online audience through social platforms.<\/p>\n

\"Who

Who are the main tennis sponsors?<\/p><\/div>\n

Avoiding Risks<\/h2>\n

The world of sport has witnessed major sponsorship breakups <\/em><\/strong>in the past few years; most of them caused by athletes’ misbehavior leading to negative corporate image in front of the public eye.<\/p>\n

Sometimes, it is just a matter of time<\/strong> until an athlete cracks under pressure <\/em>and slips a wrong comment or gesture; leaving the world to witness the entire scene while sponsors face the immediate disastrous consequences.<\/p>\n

The fear of losing corporate image in the sport of tennis have led many multinationals to decide to only<\/strong> sponsor events and avoid sponsoring tennis players at the same time.<\/p>\n

A strategy that reduces the investment returns by a margin but eliminates<\/strong> all risks of reputation damage that may take years to rebuild.<\/p>\n

\"Watching

Watching Rafael Nadal perform on the court<\/p><\/div>\n

To put the strategy into perspective, the Australian Open<\/strong>, which is one of the four biggest tennis grand slams on the calendar, has KIA, Rolex, IBM, Lacoste, Wilson <\/strong>and Heineken<\/strong> as major sponsors.<\/p>\n

However, only KIA <\/strong>sponsors Rafael Nadal as brand ambassador and Rolex <\/strong>is backing up Swiss champion Roger Federer.<\/p>\n

The sponsor list for the French Open<\/strong> is almost twice as long as the Aussie Open, with sponsors such as BNP Paribas, IBM, Emirates, Lacoste, Longines, Perrier, Peugeot <\/strong>and Moet & Chandon<\/strong>.<\/p>\n

Of those, only Peugeot<\/strong> (Novak Djokovic), Moet & Chandon<\/strong> (Roger Federer), sponsor both the tournament and individual players.<\/p>\n

\"Sponsor

Sponsor endorsements revenues<\/p><\/div>\n

Despite the lack of brands sponsoring both events and players, tennis sponsorship revenues do still remain extremely lucrative<\/strong> for the top tennis players in the world.<\/p>\n

Roger Federer<\/strong> leads the pack with his lucrative brand ambassador deal with Rolex and Mercedes-Benz, followed by Novak Djokovic<\/strong> who is expected to catch his colleague after an outstanding year of promising results.<\/p>\n

However, Maria Sharapova<\/strong> is expected to fall on the list after her doping scandal with an estimated sponsorship loss of over $20 million, a large price to pay for what many believed is an unforgivable mistake in the world of tennis.<\/p>\n

The sport of tennis<\/strong> is today one of the most followed and broadcasted sports in the world. It would be a vital loss for sponsors to not have their brand names on the central tennis courts.<\/p>\n

\"Tennis

Tennis sponsorship spending (2010-2014)<\/p><\/div>\n

With tennis events all over the world, a dedicated television network; international icons such as Roger Federer, Serena Williams and Rafael Nadal; tennis provides an attractive option<\/strong> for companies looking for more global exposure.<\/p>\n

Sponsorship has revolutionized<\/strong> the sport, with players going to large extents to represent multiple brands; including shaving their legs to shift audience focus on their shoes.<\/p>\n

It is just a matter of time until the Barcelona Open<\/strong> upgrades to the status of ATP World Tour Masters 1000<\/em>; all is needed now is more capital<\/strong> invested from even bigger sponsors.<\/p>\n","protected":false},"excerpt":{"rendered":"

In his short time in Barcelona, Evan Planchon has made an impressive impact on the sports scene. Having carried out interviews\u00a0with industry leaders he has networked his way to a\u00a0privileged all-access experience at the\u00a0Barcelona ATP Open Banc Sabadell 2016. See what lessons he learned in the latest issue of\u00a0Calling the Shots. On April 21, I was delighted to be invited to the Barcelona ATP Open Banc Sabadell 2016. The full-access experience did not only allow me to expand my network within the sports industry in Barcelona, but also enabled me to gain a full insight into an area I aspire […]<\/p>\n","protected":false},"author":18690,"featured_media":17710,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[635],"tags":[1043,1045,1044,1785,1050,1049,1048,1046,1047],"class_list":["post-17704","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-students","tag-atp-barcelona","tag-banc-sabadell","tag-banco-sabadell","tag-by-students","tag-calling-the-shots","tag-evan-planchon","tag-nadal","tag-sports-sponsorship","tag-tennis-sponsorship","post--single"],"yoast_head":"\r\nCalling the Shots: Tennis - Sponsorship at its Finest | EU Business School<\/title>\r\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\r\n<link rel=\"canonical\" href=\"https:\/\/www.euruni.edu\/blog\/calling-the-shots-tennis-sponsorship-at-its-finest\/\" \/>\r\n<meta name=\"author\" content=\"Evan Planchon\" \/>\r\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.euruni.edu\\\/blog\\\/calling-the-shots-tennis-sponsorship-at-its-finest\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"EU Blog\",\"item\":\"https:\\\/\\\/www.euruni.edu\\\/blog\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"EU Community\",\"item\":\"https:\\\/\\\/www.euruni.edu\\\/blog\\\/category\\\/eu-business-school-community\\\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"EU Students\",\"item\":\"https:\\\/\\\/www.euruni.edu\\\/blog\\\/category\\\/eu-business-school-community\\\/students\\\/\"},{\"@type\":\"ListItem\",\"position\":4,\"name\":\"Calling the Shots: Tennis – Sponsorship at its Finest\"}]}]}<\/script>\r\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Calling the Shots: Tennis - Sponsorship at its Finest | EU Business School","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.euruni.edu\/blog\/calling-the-shots-tennis-sponsorship-at-its-finest\/","author":"Evan Planchon","schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"BreadcrumbList","@id":"https:\/\/www.euruni.edu\/blog\/calling-the-shots-tennis-sponsorship-at-its-finest\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"EU Blog","item":"https:\/\/www.euruni.edu\/blog\/"},{"@type":"ListItem","position":2,"name":"EU Community","item":"https:\/\/www.euruni.edu\/blog\/category\/eu-business-school-community\/"},{"@type":"ListItem","position":3,"name":"EU Students","item":"https:\/\/www.euruni.edu\/blog\/category\/eu-business-school-community\/students\/"},{"@type":"ListItem","position":4,"name":"Calling the Shots: Tennis – Sponsorship at its Finest"}]}]}},"_links":{"self":[{"href":"https:\/\/www.euruni.edu\/blog\/wp-json\/wp\/v2\/posts\/17704","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.euruni.edu\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.euruni.edu\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.euruni.edu\/blog\/wp-json\/wp\/v2\/users\/18690"}],"replies":[{"embeddable":true,"href":"https:\/\/www.euruni.edu\/blog\/wp-json\/wp\/v2\/comments?post=17704"}],"version-history":[{"count":5,"href":"https:\/\/www.euruni.edu\/blog\/wp-json\/wp\/v2\/posts\/17704\/revisions"}],"predecessor-version":[{"id":25597,"href":"https:\/\/www.euruni.edu\/blog\/wp-json\/wp\/v2\/posts\/17704\/revisions\/25597"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.euruni.edu\/blog\/wp-json\/wp\/v2\/media\/17710"}],"wp:attachment":[{"href":"https:\/\/www.euruni.edu\/blog\/wp-json\/wp\/v2\/media?parent=17704"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.euruni.edu\/blog\/wp-json\/wp\/v2\/categories?post=17704"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.euruni.edu\/blog\/wp-json\/wp\/v2\/tags?post=17704"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}