Tennis is highly attractive in Germany as a Marketing Platform
At the largest sports business event in Europe, the SPOBIS in Düsseldorf, experts in the “e | motion group Masterclass” discussed the advantages of tennis events.
“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.“
About the e|motion group:
As a successful event organizer and trendsetter in sports marketing, the e|motion group strengthens its competitiveness, and thus that of its partners and customers, internationally through ongoing, innovative further development of events with a focus on tennis. As a result, the company creates economic added value for everyone involved.
,,In addition to the WTA Grass Court Championships Berlin, the e|motion group organizes the first Bank Open, an ATP 500 tournament in Vienna and the MercedesCup in Stuttgart and the Mallorca Championships in Santa Ponsa, two ATP 250 events. The company is managed by the two founders and owners, Herwig Straka and Edwin Weindorfer.
The Tennis-Events of the e|motion group:
ATP: MercedesCup (Stuttgart | TC Weissenhof)
2020 June, 6th – 14th | www.mercedescup.de
WTA: Grass Court Championships Berlin (LTTC Rot-Weiß Berlin)
2020 June, 13th – 21th | bett1open.de
ATP: Mallorca Championships (Santa Ponsa)
2020 June, 20th – 27th | www.mallorca-championships.de
ATP: Erste Bank Open (Wiener Stadthalle)
2020 24th October – 1st November | www.erstebank-open.com
From left to right Manfred Boschatzke (Director Sponsoring Allianz Deutschland AG), Michael Stich (Wimbledon and Olympic champion), Nadine Raidt (General Manager e|motion sports Berlin), Edwin Weindorfer (CEO e|motion group), Simon Schleich (Managing Director e|motion group) and Marco Casanova (Head of Consulting & New Business Development e|motion group) – „Photo: e|motion group“
Further inquiry note:
Marco Casanova (Head of New Business Development & Consulting)
Tel.: +41 79 344 76 06