IEG: Tennis Sponsorship Spending To Total $708 Million In 2013

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Global platforms, venue upgrades and new programming help drive corporate interest in professional and amateur tennis.

Although the global economy continues to exert downward pressure, sponsorship spending on tennis continues its upward momentum.

Worldwide spending on amateur and professional tennis tournaments, leagues and sanctioning bodies is expected to total $708 million in 2013, up 6.1 percent from 2012, according to IEG, LLC, the world’s leading authority on sponsorship.

The increase exceeds IEG’s projected 5.5 percent increase for the overall sponsorship industry in 2013 and is on par with a 6 percent increase forecast for the entire sports category.

Much of that spending is driven at the sanctioning body level.

Case in point: The WTA earlier this year announced a three-year partnership with Xerox Corp. that spans 18 tournaments around the world. The deal follows new ties with BNP Paribas, Jetstar, Peak, Rolex and Oriflame cosmetics over the past two and a half years.

Men’s tennis also is on a roll. The ATP World Tour over the past six months has secured multimillion-dollar deals with Emirates Airlines, Rolex and Tecnifibre, a manufacturer of tennis racquets, bags and accessories. The deals follow renewals with HEAD and Ricoh in November 2012.

In the states, the U.S. Tennis Assn. this year signed a new partnership with Mount Sinai Hospital. The hospital will provide medical experts for the U.S. Open and help the governing body develop programs that promote physical fitness and other health and wellness initiatives.

In addition to new spending by non-endemic companies, tennis continues to benefit from three other factors:

  • The growing popularity of tennis in the U.S. and abroad
  • Scalable marketing platforms that provide global reach
  • New stadium upgrades and more opportunities for sponsor integration

“While it may not be a grand slam, tennis has largely overcome the economic headwinds to set the stage for a positive 2013 and beyond,” said William Chipps, IEG Sponsorship Report senior editor.

About IEG, LLC
IEG leads the way in sponsorship intelligence. With over 30 years providing insights, evaluation, and guidance, our teams bring unparalleled perspective and proven methodology to every challenge.

We partner with top brands and properties to create fresh strategies, evaluate opportunities and maximize results. Our clients rise above competitors, meaningfully engage audiences and achieve lasting impact.

A unit of WPP’s GroupM, IEG is connected to specialty sibling communications companies in media, digital and activation. GroupM is the leading global media investment management operation that also serves as parent company to WPP media agencies including Maxus, MEC, MediaCom, and Mindshare.

For more information about IEG and the sponsorship industry, please visit http://www.sponsorship.com or call 800/834-4850 (outside the U.S. and Canada, 312/944-1727).

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William Chipps
IEG, LLC
312-725-5188
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