Sponsorship Fervor for HSBC Championships at Queen's Club: Corporations Keen on Tie-Up
New and Improved:
The Queen's Club event has been the ATP Tour's top-rated 500-level competition for the past three years, and for good reason.
Players hold it in high regard, the public is enthralled by it, and sponsors see its value. Last week's inaugural women's tournament sold out for several days, and crowds keep pouring in for the men's event this week.
HSBC stepped in as the title sponsor this year, while the LTA forecasts a 40 percent surge in commercial revenues for 2025 due to the tournament's success and expansion. So, what makes Queen's Club so alluring to sponsors?
According to Sean Connell, editor of The Sponsor trade publication, "Queen's is one of the most sought-after sponsorship opportunities in the British sports calendar. It reinforces all the appealing aspects associated with Wimbledon – quintessentially British, steeped in heritage, prestigious, and high-quality. The event's smaller audience only amplifies its most powerful asset: exclusivity."
For brands like HSBC, this year's tournament offers targeted exposure to a high-net-worth demographic and opportunities for engagement in a relaxing and sociable setting.
The tournament benefits from a winning formula, which includes low-cost tickets, free-to-air TV exposure, the inclusion of both genders, and being a precursor to Wimbledon – which is exclusive and pricey. Carlos Alcaraz, fresh off a classic French Open final against Jannik Sinner, is due on court today, as are British stars like Jack Draper, Emma Raducanu, and Katie Boulter.
Queen's Club leans into its British tennis legacy, boasting a show court named after Sir Andy Murray and Jamie Murray as tournament director last year. Steve Martin, a sports sponsorship expert, praises the event's sensibility, noting "It's a great day out with reasonable pricing, and they've done a fantastic job making it commercially attractive."
Brands have long sought to capitalize on Queen's Club's charming aura, given its 135-year history and members-only pedigree. Other LTA commercial partners receive advertising during the tournament fortnight, such as Lexus, Castore, Infosys, and Barclays – the latter of which is also a Wimbledon partner.
Neil Hopkins, global head of strategy at M&C Saatchi Sport and Entertainment, notes that "Queen's has always been a valuable piece of sponsorship real estate, even supporting Stella Artois' upscale image for nearly three decades." Hopkins adds that the tournament's reasonable pricing, substantial on-court branding, and West London location make it an attractive choice for brands seeking a more affordable alternative to Wimbledon.
With the addition of the women's event this year, sponsors have an additional week to bask in the limelight, though Wimbledon's prestige, broader reach, and greater potential for customer engagement remain unparalleled. Still, for brands aiming for a more cost-effective opportunity, Queen's Club remains an undeniably appealing option. Hopkins concludes, "With sponsorship revenues on the rise, the LTA can be certain that it still holds an ace."
Insights from the Enrichment Data:
- Historic Milestones: The tournament celebrated its landmark 50th year by hosting the women's WTA 500 for the first time since 1971, expanding the event's appeal, inclusivity, and modernization, thereby attracting more brands eager to align with the tournament's notable progress.
- Innovation and Technology: The involvement of high-profile partners like Infosys, leveraging AI and digital innovation to enhance the fan and player experience, highlights the tournament's appeal to tech-savvy brands. Infosys' AI-first suite, Infosys Topaz, delivers real-time insights and interactive moments, demonstrating how commercial success fuels cutting-edge sponsorship activations that captivate fans and boost brand visibility.
- Star Power: The tournament's ability to attract global stars, such as Carlos Alcaraz, who has multiple Queen's titles under his belt, generates media attention and audiences that brands aim to connect with, solidifying Queen's Club's reputation as a prestigious and commercially viable event.
- Equality and Legacy: The tournament's commitment to gender equality, including offering equal prize money by 2029 and honoring legends like Andy Murray, aligns it with contemporary values and makes it an attractive platform for brands seeking positive associations. This alignment illustrates the event's dedication to progress and enduring legacy.
Sports fans and brands alike have taken notice of Queen's Club's growing popularity in the realm of sports-betting, with its traditional tennis competition now extended to include a women's tournament. This expansion has not only increased the event's appeal but also its inclusivity, perfect for brands looking to tap into a broader audience. Furthermore, the tournament's association with tech-savvy partners like Infosys, who leverage AI and digital innovation, showcases Queen's Club as an appealing option for brands seeking to stay ahead in the ever-evolving sports market.
