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Tennis Sponsorship To Reach $573.5 Million In 2008

August 29, 2008:

Sluggish economy curtails ’08 sponsorship spending

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 will total $573.5 million in ’08, an eight percent increase from ’07, according to IEG Sponsorship Report, the world’s leading authority on sponsorship.

While the increase is slightly lower than the 10 percent rise in ’07—due in large part to the sluggish economy and fallout in the financial services category, one of the sport’s most active sponsors—there are positive signs on the horizon.

Case in point: The ATP Tour is reportedly talking to three companies about replacing Daimler AG’s Mercedes-Benz as the series’ major sponsor. One of those companies is London-based insurance giant Aviva plc, which is said to be considering a multi-year deal valued at more than $100 million.

In addition, the ATP this year inked a new partnership with Barclays plc and extended its tie with South African Airways Ltd., both of which start in ’09. Barclays’ five-year deal affords title of the ATP World Finals at London’s 02 Arena, while SAA’s three-and-a-half-year tie affords official airline status and sponsorship of several international tournaments.

According to the two companies, the Barclays deal is valued at $35 million and the SAA deal at $20 million over the life of the contracts.

Other companies also are increasing their presence in tennis. Danone Waters of America, Inc. this year signed a five-year partnership with the USTA for its Evian brand that confers official bottled water status of the Olympus US Open Series. The tie supports the brand’s other tennis sponsorships, including the Australian Open, Wimbledon and the U.S. Open.

Evian is activating the U.S. Open with an online sweeps dangling a trip to the ’09 event and the opportunity to receive tennis tips from pro James Blake, who recently extended his endorsement deal with the brand.

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 publishes IEG Sponsorship Report, the international biweekly newsletter on sponsorship; the IEG Sponsorship Sourcebook, the definitive guide to sponsors, properties and agencies; and other industry publications and sources.

IEG also is the leader in sponsorship training. Its internationally renowned Sponsorship Conference, now in its 26th 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).