Focus of Heineken
sponsorships on tennis
Davis Cup, US Open
With effect from this year the
Heineken name is closely
linked to the Davis Cup; at
regular intervals throughout the
whole of the year and all over the
world matches are played in the
Davis Cup in various groups.
In its sponsorships in the years ahead Heineken
will be focusing on the most international of all
sports: tennis. Following many years of its corpo
rate commitment to golf, Heineken has sought
and found new sponsorship avenues to communi
cate the image of the brand to the public via the
Davis Cup event.
Heineken is sub-sponsor of the tour
nament and has acquired the beer
rights. Possibilities have also been
created for hospitality activities.
Around the tennis court there are two
Heineken boards which are visible
during television broadcasts. In addi
tion, at least one of the four stadium
banners is reserved for Heineken.
Special
If we are to believe the players
themselves, Davis Cup tennis is
something special. Throughout the
year the players travel the globe, in
their hunt for valuable ATP points and
tournament victories. But in Davis
Cup matches national pride plays an
important role. Two players from one
and the same country who played
against each other in a tournament
one week previously join forces
during the Davis Cup encounter to
defend the honour of their nation.
The Davis Cup is played through
out the entire year and all over the
world. The matches in the top group
receive most media coverage. Of the
1,358 hours of televised coverage
in 1993, almost one thousand hours
were devoted to the matches in the
world group: the sixteen best coun-
THE WORLD OF HEINEKEN
