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Tennis, Squash & Chess: Why big brands are flocking to non-cricketing sports
ts a hot and humid Monday afternoon and the Chennai Tennis Stadium is abuzz with activity An hour before the sun sets the venue will play host to the citys firstever WTA Womens Tennis Association event the Chennai Open From Canadas Eugenie Bouchard to World No 23 Alison Riske bigticket names will take to these courts to give Chennais its first taste of womens tennis Off the court the sponsors are lining up to put their money where the tennis is The Tamil Nadu Governments Rs 5crore sponsorship cheque has been followed by a crore that Tata Consultancy Services have coughed up Other brands like Thomas Cook SBI and the AVT Group have made smaller commitments Names like The Leela Palace Coca Cola and Mercedes among a few others are event partners in various capacities Each of these companies has a different reason for sponsoring tennis a sport that isnt exactly up the popularity charts in India Why Mahindra is betting big on its first fullyelectric SUV the XUV400 Our biggest businesses in the BtoC space are outbound travel and foreign exchange and both cater to the slightly upmarket and more affluent Indian says Abraham Alapatt President and Group Head Marketing Thomas Cook India Tennis is a sport that has huge affinity in this segment A long association with Indian sport is likely another reason for sponsors to cough up big bucks For instance the AVT Group is a longtime sponsor of world squash champion Joshna Chinappa However its brand visibility that is likely the big draw #tennis #mahindraXUV400 Source:- CNBCTV18
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