Issue link: http://itf.uberflip.com/i/515304
The 2014 Davis Cup by BNP Paribas and Fed Cup by BNP Paribas competitions continued to attract premier global brands, with partnership support from four longstanding international sponsors – BNP Paribas, Adecco, Rolex and NH Hotels – alongside Wilson as international partner. The ITF's two flagship properties reached new heights of success, with record-breaking attendance of over 700,000, a global cumulative TV audience of 127 million across 168 territories and the support of the world's top ranked male and female players. The Davis Cup Final saw France take on Switzerland in front of a sell-out crowd in Lille. The battle between the two nations provided an exciting opportunity for brands such as Perrier, Lacoste, Peugeot and Andros to feature as official sponsors. As the official title sponsor, BNP Paribas was able to use its sponsorship to enjoy extensive on-court branding, a robust VIP hospitality programme and on-site fan engagement, as well as a platform to internally engage with their employee base. The Final also presented the opportunity for BNP Paribas to produce an advert celebrating the brand's 14-year partnership with Davis Cup. This high profile Final was of particular benefit to Rolex whose two ambassadors, Roger Federer and Jo-Wilfred Tsonga, both had an important role to play for their nations. Following the Swiss victory a congratulatory advert was released by Rolex to Team Switzerland. Rolex further capitalised on the success of one of their key ambassadors in an important target market by showcasing the Davis Cup trophy at The Match for Africa, in support of the Roger Federer Foundation. As international sponsor to both the Davis Cup and Fed Cup competitions, Adecco made the most of on-court branding, along with a VIP hospitality programme and fan giveaways. It was a truly exciting year for wheelchair tennis, who welcomed UNIQLO on board as the official title sponsor of the Wheelchair Tennis Tour and the Wheelchair Doubles Masters. Together with UNIQLO, NEC, BNP Paribas and the Cruyff Foundation, the ITF is able to elevate wheelchair tennis to greater heights, from grassroots to elite level. 16 COMMERCIAL: SPONSORSHIP SPONSORSHIP 700,000 FANS ATTENDED DAVIS CUP AND FED CUP TIES IN 2014