Grand Slam sponsors

Last updated: August 4, 2023

Apart from maybe Wimbledon, you cannot escape tennis sponsorships when watching a Grand Slam. The sponsors provide part of the tournaments’ income, used for the prize purse, and in return get, among others, brand visibility.

We look at the Grand Slam sponsors as listed on the tournaments’ websites. How many marketing partners do the four Majors have? And what kind of companies are interested in sponsoring the tennis market?

70 different companies, one partnership-Grand Slam

It is well known that Wimbledon takes a slightly different approach to sponsorship than the other Grand Slams. They focus on long-term partnerships with an exclusive number of companies. Hence, it is Wimbledon that has the lowest number of sponsors amongst the four Grand Slams with 15. The Australian Open has the most sponsors with 28, followed by the US Open with 23, while Roland Garros has 21 marketing partners listed on their website.

70 different companies have official partnerships with at least one of the four Grand Slam tournaments, including 12 firms who sponsor multiple tournaments. Currently, Rolex is the only company to sponsor all four Grand Slams. Italian coffee brand Lavazza did so in 2020, but they ended their association with the Australian Open. 

Three companies – Emirates, Lavazza, and Polo Ralph Lauren – sponsor three Majors. While there are eight companies with two Grand Slam deals. 

Companies sponsoring more than one Grand Slam

Perfect sponsorship match: watches and tennis

Watches and tennis are a perfect sponsorship match when it comes to the image alignment. Both have the characteristics of precision and elegance. Unsurprising thus that all Grand Slams partner with a watchmaker brand. 

In the past, different brands partnered with the Majors. But when the French Open switched from Swiss company Longines to Rolex at the end of 2018, all four events became affiliated with Rolex.

Most popular partner: (alcoholic) beverages and financial services firms

The 70 different companies can be categorised into 25 different industries. Beverage producers are by far the most popular Grand Slam partners with 17 companies having 20 deals. 14 firms produce alcoholic beverages, two are water companies (including Evian with two deals) and one produces other drinks (Lavazza with three deals). And although alcohol sponsorship causes fierce debate and controversy in sports, the industry is well represented in tennis.

Financial services companies also appear appropriate and profitable partners. Each Grand Slam has at least two financial partners with a total of ten deals by eight different companies.

Australian Open sponsors

The Australian Open has the highest number of partners with 28. Noticeable is that they have several tourism partners to promote the region. They also have nine beverage sponsors, all alcoholic drinks.

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Roland Garros sponsors

Roland Garros lists 21 marketing partners on their website with almost all of them active in different industries. They have no alcoholic beverages as partners like the other Grand Slams, likely because it is prohibited to advertise alcohol in France. 

In 2019, Roland Garros announced multiple new partners: Rolex, Oppo, Wilson and Infosys. Before the 2021 edition, outdoor furniture company Hespéride became an official supplier as well. While they replaced Peugeot with Renault, both French car manufacturers, in 2022. The deal runs until 2026 and is reportedly worth between €5 and €7 million.

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Wimbledon sponsors

Wimbledon’s conservative sponsorship strategy over the years, must ensure that the tournament retains its unique image and character. They do not want to overtly commercialise the Grounds. But at the same time, these deals can significantly contribute to Wimbledon’s income. 

Currently, the tournament has 15 partners who provide goods and services that are essential for the staging of the event. This includes five beverage partners.

Since 2021, Wimbledon has added four new partners. Sipsmith became the official gin in 2021. While telecommunications company Vodafone and sporting goods brand Babolat struck deals in 2022.

That same year, the partnership with Robinsons (soft drink beverage) and Stella Artois (alcoholic beverage) came to an end. The former had been a partner of Wimbledon since 1935. Only Slazenger (since 1902) had a longer association with the Championships.

In 2023, Wimbledon replaced their banking partner HSBC (partner since 2008) with Barclays in a deal reportedly worth £20 million per year.

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US Open sponsors

The US Open lists 23 different partners. It is the only Grand Slam that has a ticket sales company, Ticketmaster, as partner. 

In 2022, the New York tournament added Cadillac as automotive partner, La Roche Posey as first ever sunscreen partner and biotechnology company Moderna. In 2023, they struck a deal with dairy company Fage.

The US Open is the only event to list a broadcasting company (ESPN) as partner.

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