The Hindu Business Line : ATP Chennai Open 2007 to have more sponsors

Chennai Open, one of the nine ATP events in the whole of Asia, is getting bigger and bigger with every passing year by virtue of players, sponsors and fans alike.

"Chennai Open draws fans from across all strata of society, making it easier for our sponsors to widen their reach. Also as the space is not much cluttered, the brands get necessary prominence," says Mr Balu Nayar, Managing Director, IMG India, a global sports management and marketing firm.

With the growing reputation of the tournament worldwide, in the recent years there has been 20-25 per cent rise in the sponsorship money.

Since its inception in 1996, the Chennai Open has always had a title sponsor along with a few associate sponsors. However, the trend has changed since 2005, when the Tamil Nadu Government came forward to form a consortium of sponsors in the platinum and gold categories. The 2007 event has a record number of sponsors (29) on board.

With BSNL joining the bandwagon, the 2007 event will have six sponsors in the Platinum category (sponsorship Rs 1 crore) and six in the Gold category (Rs 50 lakh) and 17 category partners. Category partners include big brands such as Rolex, Mercedes Benz, Boost, Kelloggs, Panasonic, Compaq and Indian Terrain. Sponsorship amounts from category partners vary depending on the need and nature of their association with the tournament.

The event is expected to reach around 140 countries across the globe with TV networks such as Zee Sports, Canal+, SNTV, Fox TV, Trans World Sports and Viasat planning to telecast the Chennai Open live. "It would provide enhanced visibility to our sponsors," says Mr Nair.

Announcing apparel brand Indian Terrain's association with the event as `Official Clothing Partner', its Chief Executive Officer, Mr Charath Narasimhan, said, "It is nice to be associated with the ATP Chennai Open this time. With tennis being high on the glamour quotient, Indian Terrain complements the sport with ease. Through this association we aim to enhance the brand perception amongst our target audience."

He said tennis as a sport represents youth, energy, individual strength and global perception, all of which are embodied by Indian Terrain. "As a strategy, we want to continue this association with the sport."

Plans for the event

According to him, the company will design and market an exclusive line of apparel and accessories for the event. "The new line of clothes will be different from the regular uniform which the tournament has seen over the years."

This year, the tournament will see a roster of international players including Rafael Nadal (Spain), David Nalbandian (Argentina), Carlos Moya (Spain) and Paradorn Srichaphan (Thailand).

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