The Hindu Business Line : Advantage Chennai

An international event like the Chennai Open brings with it a series of economic benefits to the host city and country by boosting the tourism, hospitality and air travel sectors.

Carlos Moya in action at the Chennai Open 2005.

When a nagging injury forced teenage tennis sensation and World No 2 Rafael Nadal to pull out of the Chennai Open 2006 just days before the event, the charming Spaniard did it with his characteristic warmth. "It's been a year since the tsunami rocked Chennai and other parts of the world. I was looking forward to being present at the fashion show and charity auction to raise monies for the rehabilitation of those affected... Even though I am unable to be present for it, I would like to offer $25,000 towards the Chief Minister's Public Relief Fund for this cause," Nadal said from his hometown.

The gesture was, in some ways, an indication of the growing popularity of the Chennai Open. If during the week it is scintillating action on the court, off it is the booming business of tennis plus a whole lot of unseen value-adds for the city. The annual ATP tennis tournament in Chennai brings cheer to not just Indian tennis fans but also to many corporates who have come together to market the city as a brand across the world. Chennai is the only city in South Asia to be on the ATP circuit. Only 64 other cities across the world host an ATP Tour event.

V. Narayanan, President, Tamil Nadu Tennis Association (TNTA), says, "India's biggest tennis tournament has been a huge draw and continues to enthral crowds year after year. With the successful completion of the first edition of the Chennai Open in January 2005, Chennai has been placed amongst the elite cities in the world."

The event was initially called the Gold Flake Open, and then Tata Open. After the sponsorship tenure with the Tata Group came to an end, it was feared that this annual sporting event would move out of Chennai. However, the Tamil Nadu Government along with the TNTA felt they couldn't let go of an event that had become the pride of the State.

"It was a joint effort between IMG, the TNTA and Vijay Amritraj to keep India's only ATP event in Chennai. This would not have been possible without the support of the Government of Tamil Nadu, which worked closely with us in garnering support from the local business community. The TN Government, based on a presentation made by IMG and the TNTA, recognised the social and commercial value that an international event like the Chennai Open brings to a city and the State," says Ravi Krishnan, Managing Director, IMG/TWI, South Asia.

IMG is a leading global sports and lifestyle marketing and management company that owns and manages the Chennai Open.

In a classic case of co-ownership, a consortium of sponsors — including Indian Bank, Indian Overseas Bank, United India Insurance, Chennai Petroleum Corporation Ltd, Larsen & Toubro, the Murugappa Group, Saint-Gobain, Steel Authority of India Ltd, and My TVS — has been formed for this tournament.

An event of this kind always brings with it a series of economic benefits to the host city and country by boosting the tourism, hospitality and air travel sectors, not to mention the related social events, shopping extravaganzas etc. The presence of multiple sponsors means that a number of lifestyle events, launches and parties are likely to be organised during the event. Tennis fans could also look forward to combining a New Year holiday along with the tournament.

"There are other revenue streams too which contribute to the economy of the city and State. Big events such as the Chennai Open also raise the profile of the city not just locally but internationally as well, both qualitatively and quantitatively," Krishnan adds.

When the devastating tsunami hit Chennai in 2004, the event continued in an effort to show its solidarity to the host city. Various initiatives were undertaken to aid rehabilitation efforts including a charity auction of sports memorabilia; some players, including the tournament winner Carlos Moya, gave away their prize money in charity, while others donated a part of it. There is a fundraiser this year too, where fashion designer Ashish Soni will showcase his New York Fashion Week Collection for the first time in India, with top players of the tournament walking the ramp, followed by an auction of his exquisite creations.

While Chennai has always been the Mecca of Indian tennis with players like Ramanathan Krishnan, Ramesh Krishnan and the Amritraj brothers hailing from the city, this ATP event is now beginning to make its own contribution to the game's evolution in the city.

IMG is planning a unique programme in collaboration with the famous Nick Bollettieri Tennis Academy (NBTA) in the US — also owned by IMG, and the Sánchez-Casal Academy (SCA) in Barcelona, Spain. It also plans to sponsor promising youngsters from Tamil Nadu for a 30-week training at NBTA and five weeks in SCA. Further, during this year's tournament, former Wimbledon champion Pat Cash will also train promising local players and under-privileged children.

Picture by Vino John