Ace Your Sponsorships: Professional Tennis
- July 14, 2023
- SponsorPulse Staff
Tennis tournaments worldwide draw an impressive average annual viewership of approximately 1 billion people, with each of the four Grand Slam tournaments accounting for over 400 million viewers annually.
Through its tournaments, the Association of Tennis Professionals (ATP) and the Women's Tennis Association (WTA) have consistently attracted millions of viewers for decades — creating a platform for brands to sponsor and connect with a young, passionate, and global audience.
But what tennis property has the potential to deliver better results for your brand? To answer that question, we’ve compiled a list of sponsorship data points around the most popular tennis properties in the world.
ATP vs. WTA
Despite historical differences in exposure and resources between men's and women's tennis, both leagues offer equal potential for sponsorship opportunities and brand engagement.
According to SponsorPulse, the two main governing bodies in tennis — i.e., the ATP and the WTA — have an Opportunity Score of 15, offering diverse attractive sponsorship opportunities to engage with the fans.
The Opportunity Score uses seven metrics — namely, Engagement, Intensity, Momentum, Excitement, Passion, Purchase Consideration, and Favorability — to measure and compare the value and potential impact of sponsorships amongst different properties.
For context, an Opportunity Score of 15 is equivalent to the sponsorship value of other major sports properties such as La Liga and Formula 1.
You can learn more about how the Opportunity Score is calculated here.
For ATP and WTA, the male demographic, particularly in the age range of 25-39, and individuals with a higher household income (+$100,000) present the most promising market segments.
Both properties engage best with the African/Black demographic when targeting specific ethnicities. WTA offers more opportunities to engage with Asians, while the White demographic slightly prefers ATP.
Despite the short duration of the major tennis tournaments, the impressive roster of past sponsors underscores the immense potential for brands to engage with the sport's audience.
Wimbledon, the oldest tennis tournament in the world, offers a unique opportunity for brands to align themselves with tradition, excellence, and British heritage.
The tournament has an Opportunity Score of 14, and some of the past sponsors who have successfully leveraged their partnerships with Wimbledon to enhance their brand image and reach a global audience include Rolex, IBM, and Evian.
US Open Sponsors
The US Open, the tournament with the highest Opportunity Score (18), captivates fans with its electrifying atmosphere and iconic New York City backdrop.
This tournament leads in engagement rate across all Grand Slams (40%) — this explains why top-tier brands like Emirates, American Express, and J.P. Morgan have continuously sought to capitalize on this event's popularity through sponsorships.
Australian Open Sponsors
Despite having the lowest relative Opportunity Score of 11, the Australian Open has experienced remarkable growth and is now one of the largest sporting events in the Southern Hemisphere.
It's why sponsors like Kia, Rolex, and Mastercard have sponsored this tournament's energetic atmosphere for years.
Also known as the French Open, Roland-Garros exudes elegance and passion, attracting a global audience to witness tennis played on clay courts.
Its Opportunity Score of 14 proves why companies like Peugeot, Lacoste, and Perrier have successfully leveraged this tournament's sophisticated ambiance to create captivating marketing campaigns and build brand affinity.
Boosting Brand Impact
Brands can align with diverse developments in tennis to reach and attract a growing fanbase, demonstrate their commitment to different values, and amplify their brand message and visibility:
The WTA — which recently celebrated its 50th anniversary — launched the ‘Just Starting’ campaign to continue improving the sporting landscape for women worldwide and advocate for equality and inclusivity for all in sports.
The growing influence of new media in tennis, like Netflix’s TV show “Break Point,” showcases the off-court drama and excitement of the sport on a new platform and taps new audiences.
Maximize Tennis Sponsorship Value with SponsorPulse
The world of tennis offers a rich and diverse sponsorship landscape for brands to explore. Create a free SponsorPulse account to learn and maximize the sponsorship potential and create long-lasting connections with an engaged audience.