SBD/Issue 184/Sponsorships, Advertising & Marketing
HSBC Promoting Wimbledon Sponsorship By Hosting Events In N.Y.
Published June 8, 2010
HSBC for the third straight year is "going wacky for Wimbledon in New York," according to Stuart Elliott of the N.Y. TIMES. HSBC is an official sponsor of Wimbledon and is the banking partner for the All England Lawn Tennis & Croquet Club, and the bank is "stepping up its attempts to give New Yorkers a taste of tennis played on grass." Events are "planned from June 21 through June 25 with Rockefeller Center as the focal point of the activities." Companies set to participate include EA Sports, Prince and the California Giant Berry Farms -- which will have strawberries "that will be served with cream, the way they do it at Wimbledon." Jim Courier and Luke Jensen "are scheduled to be taking part" in the events. Aspects of the promo include a "grass tennis court to be installed at Rockefeller Center, where time to play matches can be reserved; tennis clinics, put on by Prince; restringing of racquets people bring by, provided by NYC Racquet Stores; a chance to play the EA Sports Grand [Slam] Tennis game on Wii consoles, with fans at Wimbledon as opponents; and live presentations of Wimbledon matches on a giant screen, plus vintage coverage, provided by ESPN." The promotion is "being advertised extensively in print and outdoor advertising." There will be ads in this week's issues of New York and The New Yorker magazines, and they will be followed "by ads in publications like AM New York, Time Out New York and The New York Observer." HSBC is working with "two units of WPP, JWT and MindShare Performance; Edelman; and IMG" (NYTIMES.com, 6/4).
DRIVING FORCE: Hertz today announced it has renewed its official supplier association with Wimbledon for the next five years, marking its 16th consecutive year of the partnership. Hertz to mark the extension is giving away 12 pairs of Centre Court tickets to this year's Wimbledon women's semifinals (Hertz).