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Marketing and Sponsorship

Hamburg's ATP Tournament Loses Naming-Rights Partner Bet-At-Home

The tennis tournament at Hamburg's Rothenbaum "is looking for a new naming-rights sponsor after Bet-at-home has decided to end its deal," according to Nils Lehnebach of SPONSORs. The betting provider "was unwilling to renew its sponsorship deal with the ATP 500 event after five years." The deal had an estimated value of €500,000 ($529,000) annually. Bet-at-home's "withdrawal was expected after the company criticized the event this summer." Bet-at-home spokesperson Claus Retschitzegger said, "The quality of the field could have been better." It possibly "was a tactic to reduce the price." Nevertheless the two parties "failed to reach an agreement to extend the deal." Hamburg "is expected to have a difficult time replacing Bet-at-home." The ATP tournament in Dusseldorf recently folded after being unable to secure a new main sponsor. Hamburg "is not in the same position as other German ATP events like Halle (Gerry Weber), Munich (BMW) and Stuttgart (Mercedes), whose main partners are part of the fabric" (SPONSORs, 11/27). 

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