Peugeot’s Drive to Tennis campaign activates tennis sponsorships
French car manufacturer Peugeot actively partners with key organisations and players within tennis. Although Peugeot is not the only car manufacturer to sponsor the tennis industry, it is one of the most visible ones.
Below we first take a look at Peugeot’s active involvement in the tennis industry, including their ambassadors. Then we take a closer look at their visibility. Finally, we see how Peugeot activates its sponsorships with the campaign Drive to Tennis.
Peugeot’s involvement in tennis
Peugeot got involved as a sponsor in the tennis industry over 30 years ago. Today the company is an official partner of the ATP (Association of Tennis Professionals), Roland Garros and over 30 tournaments across the world.
Peugeot became the official transport partner of the French Grand Slam in 1989, after having already been involved with the tournament for several years.
The company wants to remain an active player in the tennis industry for many years to come. Which is evident from their partnership with the ATP that started in 2016.
Goffin, Zverev and Del Potro just a few of the brand ambassadors
In addition to partnering these major tennis organisations, Peugeot also partners a number of top players. Most ambassadors are men still active on the ATP-tour, like David Ferrer, Fernando Verdasco and David Goffin. Alizé Cornet is the only female brand ambassador of the car manufacturer, while three-time Roland Garros champion Gustavo Kuerten is the only former player partnering the company.
|Gustavo Kuerten (BRA – former player)|
Alexander Zverev (GER)
Lucas Pouille (FRA)
David Goffin (BEL)
Pablo Carreno Busta (ESP)
Gilles Simon (FRA)
Juan Martin del Potro (ARG)
David Ferrer (ESP)
Fernando Verdasco (ESP)
Jeremy Chardy (FRA)
Jamie Murray (GBR)
Nicolás Almagro (ESP)
Alizé Cornet (FRA)
Leonardo Mayer (ARG)
Earlier this year the company added rising star Alexander Zverev and Argentinean Juan Martin del Potro to their ambassador portfolio. Although the two are great additions to Peugeot’s portfolio, the brand ‘lost’ star Novak Djokovic. Djokovic and Peugeot partnered in 2014 on a three-year deal and the Serbian former world number one was central in a lot of the company’s marketing activities.
Peugeot’s involvement in tennis is visible in several ways. First, the ambassadors often have Peugeot’s logo on their shirts. Small, given the clothing rules in tennis, but on there nevertheless. The players also often take part in events by the car brand.
Regular sponsorship branding at tennis tournaments is another way Peugeot gets exposure in the tennis industry. Including brand exposure on the tournaments’ websites and social media channels.
As official vehicle partner, Peugeot arranges the transport of many tournaments. So on-site and around it fans will see the Peugeot cars.
At Roland Garros the brand has done a great activation of their partnership with Road to Roland Garros. This activation sees a Peugeot car being transformed into a studio. Players enter the car and are interviewed about the tournament and their life. Since the activation was introduced eight years ago it has been successful. In 2016 over 224 million people tuned in.
Campaign Drive to Tennis
A long-running activation at the moment is the Drive to Tennis campaign. This campaign is a mostly digital campaign by Peugeot centred on the brand’s ambassadors.
Several social media channels and an online hub are set-up around Drive to Tennis. The campaign has over 3,200 Twitter followers, almost 160,000 Facebook likes and over 1,200 Instagram followers. The campaign hashtag #DriveToTennis has had a reach of almost 2.7 million and more than 7 million impressions in just over a week (source: Keyhole).
The latest focus of the Drive to Tennis campaign is on a next generation. The NEXTisHERE campaign ties in with the NextGen campaign of partner ATP. Although the ATP’s campaign is focussed on the young guns, like Alexander Zverev, Peugeot focuses more on their ambassadors who can play a big part at the top of tennis.
An exciting commercial around this theme, featuring several of Peugeot’s brand ambassadors, like Zverev, Pouille, Ferrer and Kuerten, connects tennis to the brand Peugeot and their slogan Motion & Emotion.
So Peugeot has long been involved in the tennis industry. The car company partners with several organisations and players to get a lot of exposure. At the same time the brand activates their sponsorships with successful and exciting campaigns like Road to Roland Garros and Drive to Tennis.