Grand Slam sponsors

Apart from Wimbledon, you cannot escape tennis sponsorships (logos) when you are watching a Grand Slam. The sponsors provide part of the tournaments’ income, also used for the grand prize purses, and in return get, among others, brand visibility.

We take a look at the Grand Slam sponsors – as listed on the tournaments’ websites – first by comparing them and then by listing the partners of all four majors.

71 different companies, Lavazza and Rolex have a Grand Slam

It is well known that Wimbledon takes a slightly different approach to sponsoring than the other Grand Slams. Focussing on long-term partnerships with an exclusive number of companies. Indeed, Wimbledon has the least amount of sponsors or partners with 14. The Australian Open has the most partners with 29, followed by the US Open with 23, while Roland Garros has 21 partners listed on their website.

71 different companies have official partnerships with at least one of the four Grand Slam tournaments, including 12 who sponsor multiple tournaments. Lavazza, the Italian coffee brand, and Rolex even manage to reach a Grand Slam by sponsoring all four majors.
(Note: Rolex is not listed as official partner by Wimbledon, but the two organisations have a long-term affiliation, with the brand visible on the website and around the courts.)

Companies sponsoring more than one Grand Slam

Number of Grand SlamsCompany (-ies)
4Lavazza, Rolex
3Emirates
2AccorHotels, American Express, Evian, Häagen-Dazs, IBM, Infosys, Mastercard, Polo Ralph Lauren, Oppo

Financial service companies and (alcoholic) beverages make the best partners

When the brands are categorised based on industry, you can roughly divide them into 23 different industries. Producers of beverages are by far the most popular partners of the Grand Slams with 17 companies active in that industry. 11 of those produce alcoholic beverages, three are water companies and three produce other drinks.

Financial service companies also seem to make an interesting partner. Each Grand Slam has at least one financial partner with a total of seven different financial service partners.

Grand Slam sponsors per industry

Watches

All tournaments have a watchmaker as (official) partner. Watches and tennis are a perfect sponsorship match when considering the image of both, with characteristics like precision and elegance. In the past different brands were linked to the four Grand Slam. But after the French Open switched from Swiss company Longines to Rolex recently, all Grand Slams are now affiliated with Rolex. Including Wimbledon, who does not list the watchmaker as official partner, but has a long-term affiliation with the brand.

Australian Open sponsors

The Australian Open has the highest amount of partners with 29. Noticeable is their number of tourism partners in order to promote the region. They also have seven beverage sponsors, including five alcoholic drinks.

Australian Open partners

CompanyIndustry
KiaAutomotive
ANZFinancial Services
RolexWatches
LuzhoulaojiaoBeverages (alcoholic)
AccorHotelsTourism
Aperol SpritzBeverages (alcoholic)
BarillaFood
Canadian ClubBeverages (alcoholic)
City of MelbourneTourism
CoopersBeverages (alcoholic)
Country RoadFashion
DeRucciRetail (sleeping resources)
DunlopSporting goods
EmiratesAirline
GantenBeverages (water)
GarnierPersonal care
Häagen-DazsFood
InfosysInformation technology
K&L GatesProfessional services
La Roche-PosayPersonal care
LavazzaBeverages
MastercardFinancial services
Discover MelbourneTourism
OptusTelecommunications
Piper-HeidsieckBeverages (alcoholic)
ToshibaConglomerate
UberTransportation
VegemiteFood
YonexSporting goods

Roland Garros sponsors

Roland Garros lists 21 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 they announced three new partners: Rolex, Oppo and Infosys

Roland Garros partners

CompanyIndustry
BNP ParibasFinancial services
EmiratesAirline
LacosteFashion
OppoConsumer electronics
PeugeotAutomotive
RolexWatches
EngieElectric utility
InfosysInformation technology
PerrierBeverages (water)
AccorHotelsTourism
The Adecco GroupProfessional services
BabolatSporting goods
JCDecauxMedia (advertising)
LagardèreMedia
LavazzaBeverages
MagnumFood
MastercardFinancial services
Moët HennessyLuxury goods
OrangeTelecommunications
Potel & ChabotEvents
TropicanaBeverages

Wimbledon sponsors

Wimbledon works with suppliers rather than sponsors, with all companies supplying something essential, like balls or drinks, to the tournament. Noticeable is that almost half of the 14 suppliers can be categorised in the beverage (drink) industry.

From the 2019 edition onwards American Express is Wimbledon’s official payment partner. They also added their first Asian partner (Oppo) this year. Rolex is not listed as official partner, but is visible on the website and around the courts.

Wimbledon suppliers

CompanyIndustry
SlazengerSporting goods
RobinsonsBeverages
IBMInformation technology
LansonBeverages (alcoholic)
Polo Ralph LaurenFashion
HSBCFinancial services
EvianBeverages (water)
LavazzaBeverages
Stella ArtoisBeverages (alcoholic)
Jaguar Land RoverAutomotive
Häagen-DazsFood
Pimm’sBeverages (alcoholic)
American ExpressFinancial services
OppoConsumer electronics

US Open sponsors

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

US Open partners

CompanyIndustry
American ExpressFinancial services
ChaseFinancial services
EmiratesAirline
J.P. MorganFinancial services
BermudaTourism
RolexWatches
DeloitteProfessional services
EvianBeverages (water)
IBMInformation Technology
IHG Hotels & ResortsTourism
Polo Ralph LaurenFashion
SpectrumTelecommunications
Mercedes-BenzAutomotive
Grey GooseBeverages (alcoholic)
HeinekenBeverages (alcoholic)
Kim CrawfordBeverage (alcoholic)
LavazzaBeverages
Mount SinaiHealth Care
The New York TimesMedia
TicketmasterTicket sales
Tiffany & Co.Luxury goods
WilsonSporting goods
ESPNMedia

Related: Tennis sponsorships

2 Responses

  1. Christian Ulrik Hansen says:

    Hi. I can see that the ballboys etc. are wearing new balance shoes this year. So NB might be a sponsor for AO as well i suppose. I am not sure about the close though.

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