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Corporate Sponsorship Of Tennis To Total $600 Million In 2010

August 20, 2010:

For More Information Contact:
William Chipps, IEG, LLC, Tel: 312/944-1727

Chicago, Ill. – Worldwide sponsorship spending on amateur and professional tennis tournaments, leagues and sanctioning bodies is expected to total $600 million in 2010, a 3.2 percent increase from 2009, according to IEG, LLC, the world’s leading authority on sponsorship.

Bolstered by a series of new deals on the global, national and local levels, the increase is on par with IEG’s projected 3.4 percent rise in overall sponsorship spending, as well as slightly ahead of the projected 2.8 percent increase in 2010 sports spending.

New agreements in the sport include a multi-year partnership between the ATP World Tour and leading Mexican beer brand Corona Extra—estimated by some at $70 million—as well as a new partnership in the Asia-Pacific region between the Sony Ericsson WTA Tour and Peak Sport Products Co., a manufacturer of sporting goods, shoes and apparel.

The WTA also renewed Sony Ericsson Mobile Communications in a two-year deal that will see the mobile phone joint venture step down from title to cosponsor status. The tour also renewed foreign exchange company Travelex as a supporting sponsor.

On the domestic front, direct-to-consumer auto insurance company Esurance Inc. recently signed a first-time tie to the USTA US Open, while Moet Hennessy’s Grand Marnier last month came on board as a new sponsor of the USTA’s Olympus US Open Series.

“The sport of tennis has largely replaced the fallout in spending by financial services and automobile companies with new categories, most notably beer and spirits,” said William Chipps, senior editor of IEG Sponsorship Report.

The Sony Ericsson WTA Tour this year also inked a new European partnership with Oriflame Cosmetics AB, although the deal does not take effect until 2011.

About IEG, LLC

IEG is the world’s leading provider of independent research, consulting, training and analysis on sponsorship. Founded in 1981, IEG provides corporations and properties with the strategies and tools to harness the sales and marketing power of sports, arts, entertainment and cause marketing.

IEG offers services that include sponsorship consulting, competitive intelligence and valuation. IEG also produces IEG Sponsorship Report, the industry-leading digital publication covering best practices, news and other information; the IEG Sponsorship Sourcebook, the definitive guide to sponsors, properties and agencies; and additional industry publications and sources.

IEG also is the leader in sponsorship training. Its internationally renowned Sponsorship Conference, now in its 28th year, attracts a capacity crowd of delegates each year. Through its conferences, seminars and webinars, IEG has trained more than 45,000 sponsorship executives worldwide.

For more information about IEG and the sponsorship industry, please visit or call 800/834-4850 (outside the U.S. and Canada, 312/944-1727).