FILA Germany Sponors Grass Court Premiere at Mercedes Cup in Stuttgart
(FILA Germany) –
Starting this year, the ATP tournament, worth over EUR 600,000 Euro prize money kicks off the now 5-week “on going grass court swing” in Europe and thereby gains, as an important preparation for the Grand Slam tournament in Wimbledon, in great importance.
“With Rafael Nadal and Marin Cilic, we will be able to see two of the four Grand Slam tournament champions of the previous year in Stuttgart. Not only the new grass centre court, which was expanded by an additional terrace this year, but also the impressive Tennis Coliseum will ensure that the atmosphere on Weissenhof is unique”, emphasises Mercedes Cup Project Manager Peer Zebergs. The Mercedes Cup will be transmitted by Europe’s s sport channel Number 1 ‘Eurosport’ to 54 countries in 22 languages.
As former outfitter of the legendary Björn Borg, the globally leading sport article manufacturer FILA acts as a Gold Sponsor at the international ATP Tennis Tournament Mercedes Cup. Sponsoring includes among other kitting out linesmen and ball boys and girls with high quality FILA Tennis outfits, exclusive perimeter advertising and market presence at the entire tournament grounds.
By adopting the below-the-line measure sponsoring at ATP tournaments, FILA is not only aiming at anchoring the value of the brand once again stronger in the customer's awareness, but also to remain true to its roots.
“Our ‘Your Playground’ communication strategy focuses, besides sports such as fitness or cross training, clearly on tennis, as this sector represents an elementary component of the FILA DNA“, explains Konrad Nowak, Head of FILA Marketing. “Tennis is an important part of the brand strategy, which is the reason why the focal points of our communication were aligned accordingly. Apart from the adverts in Tennismagazin throughout the year and a strong online communication in the tennis sector, the sponsorship is also accompanied by a comprehensive TV campaign in the tennis environment”, comments Konrad Nowak.
The metropolis campaign “Your Playground”, which has been developed in cooperation with the Düsseldorf Agency Markenloft, shall not only set standards, create trends and re-instil the mythos of the FILA brand in European cities and metropoles, but also show the versatility of FILA sportswear.