BNP PARIBAS
Serving a winning shot for brand impact
OVERVIEW
BNP Paribas has been entwined with tennis since 1973, building the longest-running sponsorship in sports history with Roland-Garros. To amplify its legacy, BNP Paribas launched the 'We Are Tennis' Fan Academy at London’s AEGON Championships — a bold move to deepen its connection with fans and expand its global tennis footprint.
OBJECTIVES
Boost BNP Paribas brand awareness
Drive online traffic and social media engagement
Showcase the brand’s extensive tennis sponsorship in eight global markets
Maximise commercial rights activation at the AEGON Championships
STRATEGY & EXECUTION
The campaign leaned into a high-energy, integrated digital strategy, fusing live event buzz with rich content creation and influencer power.
VIDEO CONTENT: Filmed a dynamic corporate showreel at major tennis events, including The Queen’s Club, The Hurlingham Classic, and the Davis Cup Semi-finals.
AMBASSADOR ACTIVATION: Tennis legends John McEnroe, Greg Rusedski, and Xavier Malisse were front and centre, driving media excitement and fan engagement.
PRESS AND INFLUENCER RELATIONS: A Centre Court coaching clinic with Greg Rusedski became a media magnet, coupled with sharp press releases and strategic interview placements.
STAKEHOLDER MANAGEMENT: Smooth collaboration with The Queen’s Club, British Tennis (LTA), the ITF, and IMG ensured flawless activation.
SOCIAL MEDIA PUSH: Captivating content fueled strong organic engagement across key platforms, driving fans into the 'We Are Tennis' universe.
KEY COMPONENTS
Content Creation
Strategic scripting and filming
Full post-production including editing, graphics, and music licensing
Global online distribution of the showreel
Stakeholder Management
Tight coordination with event organizers and federations ensured seamless brand integration.
Media Relations
Generated national buzz through media placements and celebrity interviews.
Social Media
Elevated BNP Paribas’s profile through high-impact posts and real-time activations.
RESULTS & IMPACT
The campaign smashed expectations:
Audience reach: 48.5 million
PR value: £819,000
Advertising Value Equivalent (AVE): £272,000
The campaign supercharged BNP Paribas’s brand affinity, proving the bank’s tennis sponsorship strategy isn’t just long-term — it’s high-impact. In Poland alone, brand recognition soared from 14% in 2017 to 29% by 2022, driven in part by tennis partnerships.
Beyond major tournaments, BNP Paribas is building the next generation of players through grassroots initiatives like Kids for Rackets in Poland, engaging over 10,000 young athletes. With 75,000 hours of tournament visibility per year, BNP Paribas has firmly cemented itself as the bank of global tennis.
