Marketers are returning to sports sponsorships after having cut back on this line item during the recession. These sponsorships are a time-proven way to connect with consumers who might notice who is helping to pay for the event are enjoying. The biggest sponsorship money typically goes to sports like basketball, football, or auto racing but new research shows that marketers can effectively use sponsorships to reach fans of less popular sports, especially tennis.
IEG has reported that marketers will spend an estimated $708 million on tennis sponsorship in 2013. This spending level is 6.1% higher than last year. It is also higher than the general increase in sponsorships, 5.5%, that IEG is predicting for 2013. The IEG data is based on what marketers are shelling out for amateur and professional groups in the sport and does not cover what individual players may be arranging on their own with marketers. Big-name players like Serena Williams and Roger Federer have parlayed their success on the court to deals that exceed $40 million.
The following types of businesses, by percentage of total sponsorship, are fueling the funding into the sport:
- Sports apparel 9.6%
- Banks 4.3%
- Automotive 3.8%
- Beverages (especially adult beverages) .5%
- Watches/jewelry 3.4%
The number of consumers watching tennis continues to grow with the Association of Tennis Players (ATP) claiming 800 million viewers for some of its events. The tournament organizations are also developing new kinds of events such as clinics and programs for veterans. In doing so, the sport is widening the kinds of marketers who will be interested in sponsorship.
To learn more about Tennis Fans, check out the AudienceSCAN report available on the Research Store at ad-ology.com.[Sources: Tennis Sponsorship Spending. Sponsorship.com. 28 May 2013. Web. 20 Jun. 2013; Janoff, Barry. Tennis Sponsorship. Promaxbda.org. 3 Jun. 2013. Web. 20 Jun. 2013]