Sydney Tennis Sponsorship a smash hit for RaboDirect
9 April 2015
RaboDirect seized the opportunity to Get Court Up in January, the online savings bank undertaking its first sponsorship of the Apia International, Sydney.
The inaugural partnership was an unqualified success, with RaboDirect achieving nearly $1.5million domestic and more than $10-million international media value over the course of the seven-day tennis tournament.
Back of court and rotating signage delivered nearly $1.4-million in domestic value to the online savings bank while a TVC, promoting RaboDirect’s mobile banking app was played on the big screen at Ken Rosewall Arena, helping to raise awareness of the seamless banking experience enjoyed by RaboDirect customers – even while they were at the tennis.
In addition to delivering significant media value for RaboDirect, the tournament was a smash hit with Sydney-based customers, the online savings bank continuing to surprise and delight customers by passing on many of its sponsorship benefits. More than 200 Sydney-based customers enjoyed General Admission tickets to the tennis while a further 50 were treated to the best seats in the house – courtside at Ken Rosewall Arena – and were entertained in style with one of the event’s premium hospitality experiences. Saturday’s customer guests also enjoyed hearing from legendary tennis players John McEnroe and Pat Rafter prior to their match before the men’s finals.
Greg McAweeney, Group Executive RaboDirect and Marketing, said the partnership had proven a successful new sporting venture for RaboDirect.
“The Apia International was RaboDirect’s first Sydney-based sport sponsorship, and provided us with the perfect platform from which to raise awareness of our mobile app which enables customers to stay on top of their savings wherever they are – even when they’re watching a match,” said McAweeney.
“We were delighted to be able to surprise and delight some of our Sydney-based customers and have received terrific feedback from them on their tennis experience.”
The 2014 Apia International took place between January 11 and 17 at Sydney Olympic Park Tennis Centre. More than 56,000 fans and 123 domestic and international media attended the seven-day event, with nearly 11,000 fans attending men’s finals day alone.