During the biggest sport business event of Europe, the SPOBIS in Düsseldorf, experts discussed the advantages of tennis events in the “e|motion group masterclass”.
During the „e|motion group Masterclass” Edwin Weindorfer (CEO e|motion group, tournament organizer WTA Berlin, ATP Stuttgart, ATP Mallorca and ATP Vienna, as well as tournament director ATP Stuttgart/MercedesCup) discussed the perspectives of tennis as a marketing stage for Germany and internationally with Michael Stich (Wimbledon and Olympic champion), Manfred Boschatzke (director sponsoring Allianz Deutschland AG) and Nadine Raidt (general manager e|motion sports Berlin).
Everybody agreed that tennis is still a highly attractive marketing stage. On the one hand to build brand profile and on the other hand to raise a brand’s reputation. Not to forget: the tournaments can be used to interact with selected guests (customers, partners, staff) and serve them with high class hospitality.
“Premium and top brands like Mercedes-Benz, Allianz, Emirates, Lavazza, Siemens, Rolex and LIQUI MOLY find a perfect environment to present themselves in the best possible way”, Weindorfer explains and goes on: “Because of the so-called ‘gender split’ - the male-female balance of the audience, which is nowhere else as distinct as in our sport - tennis presents a perfect stage for premium and lifestyle brands.”
Nadine Raidt adds: “At other sports events, like for example a football match, the fans come to watch the match and leave immediately after the event has ended. Tennis, on the other hand, has the fans staying on the premises, oftentimes families, for more than six hours on average. This naturally offers brands a very exciting opportunity to get into close contact with the fans, for example through product presentations, interactive games and other forms of competitions.”
Manfred Boschatzke has taken a shine to the high class hospitality during tennis tournaments of the e|motion group and that’s why he is on board as a partner with the Allianz Deutschland AG. “We use this excellent stage to show ourselves as partner and insurer of the event but also so that our company can be experienced. Furthermore, we get to know our customers, business partners and staff better in this very special framework and experience emotional sports moments together.”
For Michael Stich a tennis event also offers an ideal mix of sport and fun, which can be used by companies and their brands to support the respective marketing goals actively.
Before the panel discussion, Marco Casanova (Head of Consulting & New Business Development of the e|motion group) presented the business case: “Berlin to become tennis capital – from 0 to 100 in 18 months: How the new women’s tennis tournament in Berlin is developed”. Casanova showed how the e|motion group positioned the Berlin Grass Court Championships (held in June 2020 at Berlin’s Steffi-Graf-Stadium) through a targeted stakeholder dialogue process.