Family Circle Cup Sponsors Become Part of the Action

Sponsorships and marketing deals are nothing new to the world of sports.  Tobacco companies were major sponsors of baseball back as far as the early 1900’s, and who can forget all the Miller Lite ads in the 1980’s and 90’s that featured ex-jocks promoting sports and beer.

But sometime in the 1990’s sponsors started being called partners as they wanted more say how their marketing dollars were utilized.  Companies wanted more than a name on a scoreboard or sign, they wanted to be identified with the event and venue.  For years sponsorship spending rose by more than 10% a year, says IEG, a Chicago trade publication that follows the sponsorship and naming rights industry.  That all came to a screeching halt in 2009 when spending on sports sponsors hips shrank by $100 million.  Some may blame a weak economy and some attribute it to the changing landscape of sports and all the scandals that started making the front page of newspapers and not just the sports pages.

The Family Circle Cup and it’s rich history is known throughout the world.  This event is lucky to have a stable title sponsor that has been with this great event for almost 40 years.  That is almost unheard of in sports in any era.

Events like the Family Circle Cup need more than a title sponsor to be successful, and they have them.  From Dove, and the City of Charleston to SunTrust, Mohawk and Island House; national and local sponsors are needed for a major tennis event like this.

Who appreciates the sponsors?  Players, fans and tournament officials all have the sponsors to thank.

Companies still receive the usual signage

How is this done in Charleston?

At the Family Circle Cup, sponsors roll out the red carpet for both the players and fans, literally.  Fans entering the Family Circle Cup Tennis Center pass over a plush red carpet with the name Mohawk emblazoned across it.  Genius.  

The red carpets are also visible on center court as the players chairs are placed on top of the Mohawk red carpets.  Great idea!

Speaking of the chairs where the players sit on changeovers, they aren’t chairs at all.  They are plush wicker sofas, something like you will find in your sunroom.  All provided by Island House.  Great exposure and very visible to the fans in the stadium and those watching on ESPN 2.  

Speaking of ESPN 2, the television coverage featuring Cliff Drysdale and Pam Shriver is basically a 2-hour commerical for Charleston and Daniel Island as they wax poetic about the great restaurants, endless shopping and historic sites you can tour.

I’m not event mentioning the presenting sponsor, Dove who is handing out free samples of their products onsite and Dell, who has a huge tent showcasing their computers, tablets, and new technology that is coming in 2011.  

As a nice touch for the local sponsors, the tournament invites them to toss the coin and pose with players before Stadium Court matches and in between matches a local chiropractor led the crowd in exercises to stay fit and pain-free while watching tennis in the South Carolina sun.

Call them what you want, but sponsorships still rule the world of sports.  The Family Circle Cup, being the fan-friendly and special event it is handles sponsorships, err partnerships better than most.  They are unique and blend in with the flavor of the tournament, they don’t stick out like a sore thumb; you remember them and you want to use their products.  A win-win situation for all involved.

 The plush Island House changeover sofas

I've never seen such comfortable chairs for the linespeople

A local doctor tosses the coin before the Melanie Oudin match