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Tennis
Slazenger + Wimbledon = Success
Paul Clapham examines the unique association Slazenger has with The
Wimbledon Championships and why other brands look on with envy.
W
here most sporting events have crammed scoreboards with
multiple logos, sold naming rights and licensed off
countless products, including dog bowls and garden
gnomes in pursuit of a quick buck, The Championships, as the
Wimbledon tournament is formally known, has successfully retained
a unique image and character by developing long term Official
Supplier agreements and by not overtly commercializing the
grounds. Rolex (since1978) and Robinsons (since 1934) are both
examples of premium brands benefiting from long-term associations
with the Club, but it is Slazenger, Official Ball Supplier of the
Championships since 1902, which is surely the brand which leverages
the most from its sponsorship.
52,400 Slazenger tennis balls were used at Wimbledon this year, each
produced to the highest specification and put through a strictest of tests
before being used. The ball must have a bounce of between 134.62cm and white balls and other items appearing in classic Wimbledon settings and
147.32cm when dropped from a height of 254cm and weigh between some press appearances from our brand ambassador Tim Henman.”
56.7g and 58.7g to pass. I spoke to Ben Fell, Slazenger Marketing Manager Another promotion Fell told me about included filling a window full of
about the strict testing system and he explained: “The testing system has Slazenger tennis balls at Lillywhites, the famous London sports store. The
not always been in place. Back in 1902 when we public were then invited to text in how many balls
first supplied the ball to The Championships each they estimated were in the window with the
was hand sewn and no two were exactly the closest guess winning tickets to next year’s
same!” men’s final.
As well as being an ever-present on the On the web, the recently launched
balls, the Slazenger brand is also tastefully Slazenger.com had a specially created micro
presented around the Wimbledon grounds on site dedicated to the brand’s association with
court canvassing, scoreboards and the umpire’s Wimbledon. Featuring the history of the balls
chairs. The betting and fast food advertising throughout the years, quirky ball facts and a
boards which feature elsewhere are nowhere to be history of the Wimbledon/Slazenger association. This
seen at The Championships which preserves both its own and its Official site was the online destination for those searching information on Slazenger
Partners rich heritage and value. and Wimbledon this year. The site also featured information on the ‘White
The success of any major sporting partnership must come through the Ball’ promotion. “We are delighted with the site which is a great showcase
supporting role of for our long standing association with The Championships. The site has also
marketing. I talked received great reviews from the Digital Media sector.”
more to Ben Fell to see It is refreshing to see Slazenger and Wimbledon – two major international
what Slazenger have sporting brands – showcasing the best of British to an international
done to support this audience. Men’s tennis particularly is entering a golden era with superstars
year’s Championship. including Nadal, Del Potro, Federer and of course Murray. All of
“One of our major Wimbledon’s partners are set to benefit from the huge media coverage that
activations was the will come their way. In the case of Slazenger it seems certain they will go on
‘White Ball’ promotion to enjoy another 100 plus years of association with one of the world’s most
for which we had white prestigious sporting events.
balls hidden in three
special four ball
Slazenger cans with
each ball entitling the
lucky winner to a pair of
debenture Wimbledon
2010 tickets. The
promotion was
supported with the
‘Same Wimbledon with
a difference…’
advertising campaign
which featured random
16 SGB SPORT JULY 2009
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