APIA, New Sponsors for Sydney International tournament – Tennis News
Craig Watson, Sydney International tournament director, stated on 6th October that Apia has taken over the sponsorship of Sydney International and that will take effect from January 2012 next year. The tournament will
be renamed to Apia International Sydney. The contract is for three years but can be prolonged depending on the need and liking of both parties.
The director was delighted to have Apia on board with them. He mentioned that it is a good initiative taken by the management of Apia to sponsor the fifth oldest tennis tournament of the world. He was really impressed by the attachment
of Apia with the event organisation and was looking forward for fruitful returns.
Mr. Watson said in the press conference “Apia is one of the most recognisable financial services brands in Australia and a leader in its field so we are thrilled to have them make such a major commitment to our event”.
This is new landmark in the history of the tournament. This step will enhance the strategic relationship between Tennis Australia and Apia in the next three years. Apia is always amongst the leading sponsors for Australian sporting
events and this step will further enhance the brand image of the organization.
Lleyton Hewitt, Four-time champion, has also appreciated the step taken by Apia. Hewitt is also the bran ambassador for Apia and he was very pleased with this advancement. Hewitt stated ““Apia has been a significant partner of
the tournament over the last few years and their backing signals what a fantastic event we have here in Sydney. I am looking forward to forging a great collaborative relationship with them and the event over the coming years.”
Such activities by multinational companies can boost the morale of domestic players and would help to promote sports amongst youngsters. Grant Taylor, Executive Manager of Apia, stated that Sydney International is a trademark tournament
in the history of Australian Tennis and Apia has taken this step to endorse an event that encompasses tennis stars from all over the world.
Apia target market involves insurance of people above 50 years of age and they usually are interested In playing tennis so joining with Sydney International tournament officials will also boost their sales indirectly.
The tournament director also acknowledged their long-term partnership with their former sponsors Medibank and praised them for their utmost support even in the most difficult times. He also stated that they will stay connected
to the tournament as the platinum partner.
The arrangement for the tournament has already commenced and Hewitt has been announced as the first player to feature in the tournament. Rest of the players will be announced in the coming week.
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