Big brands look to ride tennis frenzy

NEW DELHI: It's not only tennis greats like Roger Federer and Rafael Nadal who will slug it out in New Delhi during the second edition of the International Premier Tennis League (IPTL) later this year. Some of the world's biggest brands will also try to piggyback on the frenzy.

Apart from last year's sponsors that include Audi, FedEx, Coca-Cola, Micromax and Qatar Airways, who have returned for the second season of the IPTL slated to start in Japan on December 2, new sponsorship tie-ups are on the cards, say organizers. While entry of team Japan has added to the flavour, new activations and promotions are being lined up to ignite passion.

For instance, a black-tie sit-down dinner with marquee players can fetch upwards of Rs 125 crore, says Indian Aces co-owner Gulshan Jhurani. "Last year, title sponsor Coke owned this property. This year, we have the option to host it. We will be talking to private banks for dinners and after-party events with players. They usually book these events for their top employees and clients. Similarly, they can sell select seats too," said Jhurani. Nadal will play for Indian Aces, while Federer will represent UAE Royals this year.

Jhurani said luxury lounges will be created for players that may have tie-ups with brands such as Perrier and Incredible India. Exclusive umpire chair rights will also be sold for the first time and brands such as Mercedes-Benz and Jaguar could be roped in. Audi is the transport partner and will provide luxury cars to ferry players and VIPs. Kei Nishikori, a rising tennis star of Japan, who will be playing for Japan Warriors, is the brand ambassador for Jaguar in his home country. For the official clock, Jhurani says talks with Hublot are on the cards, since Rolex, which sponsors Federer, is the official timekeeper for Wimbledon.

"Tennis always manages to rope in premium brands across the world," says brand expert Harish Bijoor. "With some of the top players in the world participating in IPTL, it's no wonder that these brands would want to join in. Brands supporting individual players will also get exposure in other markets." Nishikori and Novak Djokovic, who will represent Singapore Slammers, are ambassadors for Japanese high street leisure brand Uniqlo, which has plans to enter India.

Japan's participation would get many brands interested, says Mahesh Bhupathi, founder and MD of IPTL. "Companies that want to enter new markets or those with a presence across dual markets such as India and Japan, would be interested in partnering with the league. Last year, the tournament was telecasted in 108 countries with 43 million viewers tuning in. This year, it will be telecasted in 125 countries," he said.