NICE, FRANCE – The Women’s Tennis Association (WTA) Tour and Whirlpool Europe announced today the signing of a multi-million dollar, three-year integrated European
partnership agreement that establishes Whirlpool Europe as the premier sponsor of the WTA Tour in Europe. The deal, which will enhance Whirlpool’s brand presence throughout
Europe and includes the establishment of Habitat for Humanity. International as the Tour’s official European social cause, aligns Whirlpool Europe with the Tour in innovative sponsorship capacities involving television, new media and community outreach.
The Whirlpool-WTA Tour partnership, which extends through 2006, represents another important step forward in the WTA Tour’s new global sponsorship strategy and comes on the heels of the Tour’s recent signing of an umbrella sponsor for the Asia-Pacific/Middle East region.
Alignment Of Leading Global Brands
The establishment of Whirlpool Europe as official sponsor of the Tour in Europe brings together two market-leading global brands. Whirlpool is the world’s leading manufacturer and marketer of major home appliances with more than $12 billion in annual sales and nearly 50 manufacturing and technology research centers worldwide.
The WTA Tour governs the leading global sport for women, featuring many of the most internationally recognized athletes in the world of sports.
‘On the occasion of Whirlpool’s 15th anniversary in Europe, we are excited to establish such an innovative and influential partnership with the WTA Tour’, said Giuseppe Perucchetti, vice president, Brand Marketing, Whirlpool Europe. ‘This is our first major sports sponsorship and it reflects our desire to understand those questions and priorities that touch women’s lives and determine important lifestyle choices today. The media and community
outreach of the WTA Tour provides an exceptional opportunity to reach and understand women in Europe in a way that truly reflects the Whirlpool brand promise of ‘Sensing the Difference.’
‘We are delighted to be entering into this relationship with Whirlpool. This is a company that understands women. It also champions an important social cause through its relationship with Habitat for Humanity, offering the WTA Tour and our members an opportunity to make a valuable contribution and service to the community,’’ WTA Tour Chief Executive Officer Larry Scott said. ‘This is an integrated partnership, which through the television news
service and the association with Whirlpool’s strong global brand, will drive our efforts to further expand our fan base in Europe and beyond.’’
Cause-Related Marketing Tie-In
The partnership features a European cause-related marketing component in which the WTA Tour has adopted Whirlpool’s primary social cause: Habitat for Humanity – an international organization dedicated to eliminating poverty housing worldwide. Whirlpool Corporation has
generously supported Habitat for Humanity since 1999 with more than $25 million in service and product donations. Player appearances and promotional events involving Habitat for Humanity will be held at various European WTA Tour events starting this spring, underscoring Whirlpool’s long-standing stewardship and commitment to help eliminate
poverty housing and the Tour’s dedication to community service.
Television News Service and New Media Elements
As premier sponsor of the WTA Tour in Europe, Whirlpool Europe will be featured as the official sponsor of WTA Tour broadcasts on the Eurosport television network, as well as official sponsor of the Tour’s first-ever television news service. The news service, tentatively
scheduled to launch in April, will distribute video highlights of major European WTA Tour events to news media outlets worldwide and, along with the Tour’s newly-created magazinestyle television show, deliver increased global exposure for women’s professional tennis.
In addition, Whirlpool Europe will sponsor the Tour’s inaugural online Fantasy Tennis League, giving fans of women’s professional tennis an opportunity to interact with, and follow, the sport and their favorite players even more closely. The Whirlpool Fantasy Tennis League is set to begin later this year.
Momentum For New Sponsorship Strategy
The innovative approach of the partnership is consistent with a new direction in sponsorship strategy undertaken by both the WTA Tour and Whirlpool Europe.
The WTA Tour’s regional sponsor approach has quickly gained momentum with the addition of Whirlpool to regional partnerships recently formed with Dubai Duty Free (Middle
East/Asia-Pacific) and Porsche (North America).
‘As premier sponsor of the WTA Tour in Europe, we are able to support the Whirlpool ‘Sensing the Difference’ brand positioning,’ Mr. Perucchetti added. ‘The Whirlpool brand is strongly linked to the strength and tenacity of women tennis, where best-in-class performance co-exists with grace and femininity.’
This first major sponsorship by Whirlpool of women’s tennis reflects the aims of Whirlpool’s sponsorship strategy to reach consumers, particularly women, and better understand their priorities and lifestyle choices.
Whirlpool’s official sponsorship, including signage, promotional events and Whirlpool refrigerators on court at approximately 20 upcoming European WTA Tour events, is set to begin immediately.
‘Feminine. Modern. Dynamic. These are qualities that sum up both the Whirlpool brand and women’s tennis. This partnership is great news for the WTA Tour and I feel personally very excited about our future together,’ said Amelie Mauresmo, ranked World No. 3 and No. 1 in France.
IMG, a global leader in sports marketing and management, consulted with Whirlpool and the WTA Tour in the formation of the partnership.
For more details contact:
Darrell Fry, WTA Tour, +1.727.502.1244 or +1.727.515.1709, dfry@wtatour.com
Daniel Verakis, Whirlpool Europe, +39.0332.759.206, daniel_f_verakis@whirlpool.com