Deloitte is taking another look at sponsorship.

The professional services firm has partnered with the U.S. Tennis Association to support “Look Again,” an advertising campaign designed to promote Deloitte’s offerings beyond tax, finance and other advisory services the company has long been known for.

“We’ve been around for 140 years, but there are a bunch of areas where we work, industries we serve and services we provide that people don’t know about,” said Pete Giorgio, a principal with Deloitte’s sports consulting practice.

That includes helping clients enhance their digital capabilities.

Similar to how IBM, SAP and other companies leverage sponsorship, Deloitte will use the USTA as a proof point on how it can help sports organizations and other businesses navigate the digital waters. The company is helping the National Governing Body revamp its enterprise digital technology and build its grassroots digital capabilities, with the goal of driving participation in the sport of tennis.

“We don’t want to just slap our name on something. It’s about telling a joint story of growing the sport of tennis, bringing in more youth and shepherding the USTA in the digital space.”

The USTA has been a client of Deloitte’s for the past year, said Giorgio.

“As the two organizations got to learn more about each other, it became clear there were a lot of ways we could help each other. There was an opportunity for a true partnership where we can leverage each other’s strengths to further our individual goals and our broader goal of bringing more kids into the game.”

The multifaceted partnership includes the US Open, US Open Wheelchair Competition and the U.S. Davis Cup and Fed Cup teams. The sponsorship includes branding on the warmup jackets for the Davis Cup and Fed Cup teams.

Deloitte will also use the partnership for client entertainment, said Giorgio, noting that the company has previously hosted clients at the US Open.

Deloitte uses its partnership with the U.S. Golf Association in a similar manner. The company—which inked a multiyear sponsorship with the USGA in early 2016—uses the partnership as a case study to show how it helps foster collaboration and innovation between the USGA, state and regional golf associations and clubs and facilities.

In addition to its professional services work with USGA, Deloitte supports USGA initiatives and championships including programs that celebrate volunteerism and promote inclusion and innovation.

Deloitte has worked with the USGA since 2014, said Giorgio.

In addition to overseeing Deloitte’s sports consulting group, Giorgio helps run the company’s team that manages and activates sponsorship.

“We think the connections between the two are important.”

Other Deloitte sponsorships include the U.S. Olympic Committee, USA Rugby, US Equestrian and US Speedskating. The company also sponsors marathons, orchestras, science museums and other properties at the local level.

WHERE DELOITTE SPENDS MONEY
WHERE DELOITTE SPENDS MONEY