University Research: Economic Impact of Sponsorship on Wimbledon
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This research paper investigates the economic impact of sponsorship on the Wimbledon Tennis Tournament. It explores the positive effects on the UK economy, including increased job opportunities and revenue generation for businesses and the government. The study utilizes secondary research, including media evidence, and employs a thematic analysis focusing on the Wimbledon case. The analysis highlights the considerable positive impact of sports event sponsorship on the economy. The paper also addresses the disadvantages of sponsorship, offering recommendations. The report covers the introduction, literature review, research methodology, data analysis, advantages and disadvantages, and conclusions, providing a comprehensive overview of the subject.
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Running head: Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
Name of the Student
Name of the University
Author Note
Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
Name of the Student
Name of the University
Author Note
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1Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
Executive Summary
This research paper pertains to the study of economic impact of sponsorship of organization
on the sports events. The study finds that sports events has huge positive impact on the
economy of the host country. The economy grows when any such sports events occurs. Job
opportunities increase and revenue for both the industries and the government increases too.
However, from the literature review, the answers of the research questions were not found
and thus the research was conducted on the basis of secondary research. The secondary
research was conducted based on the media evidence and thus a thematic analysis was done
in this research. For the secondary research, Wimble Tennis Tournament has been selected
for the research. The study of the case of Wimbledon showed that the impact of the sports
event sponsorship on the economy is considerably positive. However, the analysis showed
that there are few disadvantages of sponsorship of sports events that has been addressed in
the research paper under recommendation section.
Executive Summary
This research paper pertains to the study of economic impact of sponsorship of organization
on the sports events. The study finds that sports events has huge positive impact on the
economy of the host country. The economy grows when any such sports events occurs. Job
opportunities increase and revenue for both the industries and the government increases too.
However, from the literature review, the answers of the research questions were not found
and thus the research was conducted on the basis of secondary research. The secondary
research was conducted based on the media evidence and thus a thematic analysis was done
in this research. For the secondary research, Wimble Tennis Tournament has been selected
for the research. The study of the case of Wimbledon showed that the impact of the sports
event sponsorship on the economy is considerably positive. However, the analysis showed
that there are few disadvantages of sponsorship of sports events that has been addressed in
the research paper under recommendation section.
2Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
Table of Contents
Chapter 1: Introduction..............................................................................................................4
1.1 Introduction......................................................................................................................4
1.2 Rationale of the Study......................................................................................................6
1.2.1 Research Aim............................................................................................................6
1.2.2 Research Objectives..................................................................................................6
1.3 Potential Impact on Future Research...............................................................................7
1.4 Research Structure...........................................................................................................7
Chapter 2: Literature Review.....................................................................................................8
2.1 Sponsorship of Sports Events...........................................................................................8
2.2 Sports event in the United Kingdom................................................................................9
2.3 Economic Impact of Sports Tournaments......................................................................11
2.4 Gap in Literature............................................................................................................13
2.6 Research Questions........................................................................................................14
Chapter 3: Research Methodology...........................................................................................16
3.1 Research Overview........................................................................................................16
3.2 Data Collection Method.................................................................................................17
3.3 Data Analysis.................................................................................................................18
3.4 Research Limitations......................................................................................................18
3.5 Ethical Aspects...............................................................................................................19
3.6 Timeline.........................................................................................................................19
Chapter 4: Data Analysis.........................................................................................................20
Table of Contents
Chapter 1: Introduction..............................................................................................................4
1.1 Introduction......................................................................................................................4
1.2 Rationale of the Study......................................................................................................6
1.2.1 Research Aim............................................................................................................6
1.2.2 Research Objectives..................................................................................................6
1.3 Potential Impact on Future Research...............................................................................7
1.4 Research Structure...........................................................................................................7
Chapter 2: Literature Review.....................................................................................................8
2.1 Sponsorship of Sports Events...........................................................................................8
2.2 Sports event in the United Kingdom................................................................................9
2.3 Economic Impact of Sports Tournaments......................................................................11
2.4 Gap in Literature............................................................................................................13
2.6 Research Questions........................................................................................................14
Chapter 3: Research Methodology...........................................................................................16
3.1 Research Overview........................................................................................................16
3.2 Data Collection Method.................................................................................................17
3.3 Data Analysis.................................................................................................................18
3.4 Research Limitations......................................................................................................18
3.5 Ethical Aspects...............................................................................................................19
3.6 Timeline.........................................................................................................................19
Chapter 4: Data Analysis.........................................................................................................20
3Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
4.1 Introduction....................................................................................................................20
4.2 Data Analysis.................................................................................................................20
Chapter 5: Advantages and Disadvantages..............................................................................26
5.1 Advantages.....................................................................................................................26
5.2 Disadvantages................................................................................................................26
Chapter 6: Recommendation and Conclusion..........................................................................27
6.1 Recommendation............................................................................................................27
6.2 Conclusion......................................................................................................................27
References................................................................................................................................29
4.1 Introduction....................................................................................................................20
4.2 Data Analysis.................................................................................................................20
Chapter 5: Advantages and Disadvantages..............................................................................26
5.1 Advantages.....................................................................................................................26
5.2 Disadvantages................................................................................................................26
Chapter 6: Recommendation and Conclusion..........................................................................27
6.1 Recommendation............................................................................................................27
6.2 Conclusion......................................................................................................................27
References................................................................................................................................29
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4Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
Chapter 1: Introduction
1.1 Introduction
Worldwide numerous sports events occur and among those tournaments, some are
very famous and people from all across the world come to watch and experience the
tournaments. Some of the tournaments occur annually and some occurs at few years interval.
Among such sports tournaments most popular ones is Fifa World Cup, Wimbledon Tennis
Tournament, Olympic, UEFA Champions League and Commonwealth Games (Pigman and
Rofe 2014). In this research, the analysis of the impact of sponsorship of Wimbledon Tennis
Tournament is done. Every big sports event affects the business sector hugely as many people
around the globe visit the place of venue and increases the opportunity for the individuals in
the business that supports such tournaments and brand from different sector can connect with
people. Big tournaments are one of the prime target for the brands and companies. It is seen
that all the tournaments are flooded with sponsorships and are good source of speeding
knowledge about products. Sports events cater to electronic, sports, fashions and tourism
market and therefore should have wide impact on the economy.
Selling more product is the ultimate goal of the brands and companies for that they
rely on the biggest tool and is known as advertising because it is proven that it enhance the
market of the brands and attract more customers (Kim and Han 2014). The most important
benefits that a brand or company can fetch from making advertisements are increased sales,
increased brand visibility and more market penetration. Sports tournaments are considered as
one of the effective and beneficial marketing points in which companies are able to target
particular set of audience or consumers and can increase their delivery of the brand messages
to the general consumers by manifolds as the tournament remain in the headlines of the news
for a considerable amount of period. This gives the brands opportunity to improve brand
Chapter 1: Introduction
1.1 Introduction
Worldwide numerous sports events occur and among those tournaments, some are
very famous and people from all across the world come to watch and experience the
tournaments. Some of the tournaments occur annually and some occurs at few years interval.
Among such sports tournaments most popular ones is Fifa World Cup, Wimbledon Tennis
Tournament, Olympic, UEFA Champions League and Commonwealth Games (Pigman and
Rofe 2014). In this research, the analysis of the impact of sponsorship of Wimbledon Tennis
Tournament is done. Every big sports event affects the business sector hugely as many people
around the globe visit the place of venue and increases the opportunity for the individuals in
the business that supports such tournaments and brand from different sector can connect with
people. Big tournaments are one of the prime target for the brands and companies. It is seen
that all the tournaments are flooded with sponsorships and are good source of speeding
knowledge about products. Sports events cater to electronic, sports, fashions and tourism
market and therefore should have wide impact on the economy.
Selling more product is the ultimate goal of the brands and companies for that they
rely on the biggest tool and is known as advertising because it is proven that it enhance the
market of the brands and attract more customers (Kim and Han 2014). The most important
benefits that a brand or company can fetch from making advertisements are increased sales,
increased brand visibility and more market penetration. Sports tournaments are considered as
one of the effective and beneficial marketing points in which companies are able to target
particular set of audience or consumers and can increase their delivery of the brand messages
to the general consumers by manifolds as the tournament remain in the headlines of the news
for a considerable amount of period. This gives the brands opportunity to improve brand
5Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
acceptability and industry competitiveness (Yusuf et al. 2014). Participating in the sports
tournaments and sponsoring different countries provide the brands and companies to learn
about the market and new and existing competitors (Hedman and Henningsson 2015). It is
effective platform to understand the demands of the consumers and thereby improve the
revenue and profit of the companies and provides added opportunity to explore new and
potential markets.
From the assessment of the effectiveness of the sports events and tournaments, brands
and product companies have perceived that targeting these tournaments would fetch more
customers increase and increase sales. As first step towards advertisement and getting free
entry in sports, tournament sponsorship has been recognised as the most effective tool to
target potential customers. The responsible department for sponsorship of product companies
analyse and select tournaments to target specific consumer groups as in different tournaments
different category of audience visits and thus target consumers differs, therefore based on
different products sponsorship tournaments differs (Gupta and Pirsch 2014). Hence, from
traditional marketing the way of marketing through sponsorship proved to be more effective
and thus influence the economy in various ways.
In this research paper, the study is made on the Wimbledon Tennis Tournament; it is
most valued lawn tennis tournament of the world. Tennis enthusiast from all around the
world comes to watch this tournament. It occurs in the city of London in the United Kingdom
and is the oldest lawn tennis grand slam of the world. The venue of the tournament is All
England Lawn Tennis and Croquet Club. In 2018, the total attendance of the Wimbledon
tennis tournament was recorded as 4,73,169 during the entire tournament (Lake 2017).
Therefore, such a huge number of presence creates a large market opportunity for the
product-oriented companies.
acceptability and industry competitiveness (Yusuf et al. 2014). Participating in the sports
tournaments and sponsoring different countries provide the brands and companies to learn
about the market and new and existing competitors (Hedman and Henningsson 2015). It is
effective platform to understand the demands of the consumers and thereby improve the
revenue and profit of the companies and provides added opportunity to explore new and
potential markets.
From the assessment of the effectiveness of the sports events and tournaments, brands
and product companies have perceived that targeting these tournaments would fetch more
customers increase and increase sales. As first step towards advertisement and getting free
entry in sports, tournament sponsorship has been recognised as the most effective tool to
target potential customers. The responsible department for sponsorship of product companies
analyse and select tournaments to target specific consumer groups as in different tournaments
different category of audience visits and thus target consumers differs, therefore based on
different products sponsorship tournaments differs (Gupta and Pirsch 2014). Hence, from
traditional marketing the way of marketing through sponsorship proved to be more effective
and thus influence the economy in various ways.
In this research paper, the study is made on the Wimbledon Tennis Tournament; it is
most valued lawn tennis tournament of the world. Tennis enthusiast from all around the
world comes to watch this tournament. It occurs in the city of London in the United Kingdom
and is the oldest lawn tennis grand slam of the world. The venue of the tournament is All
England Lawn Tennis and Croquet Club. In 2018, the total attendance of the Wimbledon
tennis tournament was recorded as 4,73,169 during the entire tournament (Lake 2017).
Therefore, such a huge number of presence creates a large market opportunity for the
product-oriented companies.
6Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
1.2 Rationale of the Study
1.2.1 Research Aim
The aim of the study is to analyse the impact of the sponsorship on the organization of
the sports tournament of the lawn tennis grand slam Wimbledon in the United Kingdom. The
investment in the sponsorship in sports tournaments dynamically influences the economy and
helps to increase the cash flow and thereby circulation of the money. In big events like
Wimbledon, many service providers are contracted for performing various tasks in the sports
tournament. Thus, growth of employment also occurs due the occurrence of big sports events
(Brenner et al. 2018). More employment and increased consumption also increases the
income opportunities for the people directly, directly or inducedly associated with the
Wimbledon tournament. However, in the case of big sports events like Wimbledon it is
difficult to assess the entire economic effect of the sponsorship of the organization (West
2017). Role of sponsorship is quite important to formulate policies regarding execution of
sports events like Wimbledon Tennis Tournament. The companies can also get in depth idea
of the business and thereby the companies willing to sponsor can plan the execution of the
sponsorship such that objectives and goals of the organization.
1.2.2 Research Objectives
The research study is prepared on the objective stated below:
1. Identification of nature and degree of sponsorship made by the organizations in the
Wimbledon Tennis Tournament in London
2. Identification of specific impacts of the sponsorship related activities done by the
organizations of Wimbledon Tennis Tournament in London
3. Identification of degree of impact on the visitors, attendants and audience of the sports
event Wimbledon Tennis Tournament
1.2 Rationale of the Study
1.2.1 Research Aim
The aim of the study is to analyse the impact of the sponsorship on the organization of
the sports tournament of the lawn tennis grand slam Wimbledon in the United Kingdom. The
investment in the sponsorship in sports tournaments dynamically influences the economy and
helps to increase the cash flow and thereby circulation of the money. In big events like
Wimbledon, many service providers are contracted for performing various tasks in the sports
tournament. Thus, growth of employment also occurs due the occurrence of big sports events
(Brenner et al. 2018). More employment and increased consumption also increases the
income opportunities for the people directly, directly or inducedly associated with the
Wimbledon tournament. However, in the case of big sports events like Wimbledon it is
difficult to assess the entire economic effect of the sponsorship of the organization (West
2017). Role of sponsorship is quite important to formulate policies regarding execution of
sports events like Wimbledon Tennis Tournament. The companies can also get in depth idea
of the business and thereby the companies willing to sponsor can plan the execution of the
sponsorship such that objectives and goals of the organization.
1.2.2 Research Objectives
The research study is prepared on the objective stated below:
1. Identification of nature and degree of sponsorship made by the organizations in the
Wimbledon Tennis Tournament in London
2. Identification of specific impacts of the sponsorship related activities done by the
organizations of Wimbledon Tennis Tournament in London
3. Identification of degree of impact on the visitors, attendants and audience of the sports
event Wimbledon Tennis Tournament
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7Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
1.3 Potential Impact on Future Research
The occurrence of sports events are increasing with every passing year. Some sports
events added up in the list every year. Thus, the sports events and tournaments are becoming
important activity for economic boost and with the improvement of technology; the business
houses and brands have identified these events to promote their products, as these events are
the good opportunity to gather potential customers and clients (Venkatesan 2017). This
research paper will study the area deeply to find the possible improvement in the all over
adaptability of the sponsorship in the future events and the corporate would be inspired to
invest more in the same kind of shows to cater to the target market (Weinstein 2014). The
research paper finds and provides the relevant information that cab used for future research
on the advantages of sponsoring similar sports events and tournaments and their economic
influence.
1.3 Potential Impact on Future Research
The occurrence of sports events are increasing with every passing year. Some sports
events added up in the list every year. Thus, the sports events and tournaments are becoming
important activity for economic boost and with the improvement of technology; the business
houses and brands have identified these events to promote their products, as these events are
the good opportunity to gather potential customers and clients (Venkatesan 2017). This
research paper will study the area deeply to find the possible improvement in the all over
adaptability of the sponsorship in the future events and the corporate would be inspired to
invest more in the same kind of shows to cater to the target market (Weinstein 2014). The
research paper finds and provides the relevant information that cab used for future research
on the advantages of sponsoring similar sports events and tournaments and their economic
influence.
8Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
Chapter 2: Literature Review
2.1 Sponsorship of Sports Events
The brands and big companies that are associated with product sales mostly target big
events that gather large mass for sponsorship purpose. The objective of the organizations is to
return something to the society and by investing in corporate sponsorship; the organizations
satisfy their objective and simultaneously builds brand reputation and advertisement for
product (Hur, Kim and Woo 2014). It is has been perceived by the companies that making
sponsorships in the big events like sports tournaments is a good opportunity for marketing as
the target consumers as it increases the reach of the companies and provide greater exposure
of brand and knowledge about the products to the potential customers (Grohs and Reisinger
2014). The audience who visit in the sports tournaments are mostly emotionally attached to
the sports and prefer to use brands that are associated with sports stars. Sponsorship is thus
believed to be communicative, emotional and relevant and in this manner the possibility for
the brands to increase its brand recognition in comparison to traditional marketing is much
more and effective.
It is found in a study that sponsorship does not inly increases visibility of a brand but
also can help a company in various ways to increase profitability and apart from that
generates opportunities for the management in receiving first hand feedback from the
customers (Mathuva 2015). The image of the brands thus improves by doing sponsorship and
it provides good and effective platforms to the companies to communicate with the
consumers and gather direct information regarding their expectation from the brand and its
products. Therefore, it can be said that sponsorship opens up the path for the business where
it participate more actively and more ably can understand the requirements of the customers
and thereby would develop strategies and tactics to satisfy the requirements.
Chapter 2: Literature Review
2.1 Sponsorship of Sports Events
The brands and big companies that are associated with product sales mostly target big
events that gather large mass for sponsorship purpose. The objective of the organizations is to
return something to the society and by investing in corporate sponsorship; the organizations
satisfy their objective and simultaneously builds brand reputation and advertisement for
product (Hur, Kim and Woo 2014). It is has been perceived by the companies that making
sponsorships in the big events like sports tournaments is a good opportunity for marketing as
the target consumers as it increases the reach of the companies and provide greater exposure
of brand and knowledge about the products to the potential customers (Grohs and Reisinger
2014). The audience who visit in the sports tournaments are mostly emotionally attached to
the sports and prefer to use brands that are associated with sports stars. Sponsorship is thus
believed to be communicative, emotional and relevant and in this manner the possibility for
the brands to increase its brand recognition in comparison to traditional marketing is much
more and effective.
It is found in a study that sponsorship does not inly increases visibility of a brand but
also can help a company in various ways to increase profitability and apart from that
generates opportunities for the management in receiving first hand feedback from the
customers (Mathuva 2015). The image of the brands thus improves by doing sponsorship and
it provides good and effective platforms to the companies to communicate with the
consumers and gather direct information regarding their expectation from the brand and its
products. Therefore, it can be said that sponsorship opens up the path for the business where
it participate more actively and more ably can understand the requirements of the customers
and thereby would develop strategies and tactics to satisfy the requirements.
9Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
It is being identified that the sports tournaments are high-value events that provides
brand exclusive communicative advantage to prospective customers of the product that the
company sells (Shyliaeva 2018). The tournaments are organised depending on different
features considering the offered value and the characteristics of the tournament. There are
different kinds of tickets available for tournaments that range from regular to premium and
the price of the tickets increase correspondingly. However, tickets of different tournaments
are different, such as for tickets for football tournaments are cheaper than lawn tennis. The
brands that sponsor these tournaments fetch considerable amount of benefits by participating
in them. It should be considered that the amount of traffic these tournaments attract could
potentially benefit the businesses as by participating in these the companies can increase the
conversion rate. By participating in sports tournaments brands can gain provision of
convincing the customers about the utility that cab e derived by using their products and re
able to deliver targeted messages to the customers.
2.2 Sports event in the United Kingdom
The Wimbledon Tennis Tournament is the biggest, oldest and most awaited lawn
tennis grand slam in the world. To participate or attend the tournament people from all
around the world have the option to book tickets online to watch match of their favourites
(Wagner 2015). Apart from watching match the audience have the opportunity to visit
different tourist spots in, shops, exclusive stores, Wimbledon museums, nearby trade fairs,
markets, exclusive fashion stores and exclusive restaurants and these provide the companies
the opportunity of attracting the customers from different parts of the world (Reiley 015).
According to a report by BBC, it is found that in the United Kingdom several sports
event occur every year. Among them, the football tournaments are the ones that attract
highest number of visitors. During these sports, events it is observed that number of external
visitors increase by manifolds and the companies that operate in the country make more
It is being identified that the sports tournaments are high-value events that provides
brand exclusive communicative advantage to prospective customers of the product that the
company sells (Shyliaeva 2018). The tournaments are organised depending on different
features considering the offered value and the characteristics of the tournament. There are
different kinds of tickets available for tournaments that range from regular to premium and
the price of the tickets increase correspondingly. However, tickets of different tournaments
are different, such as for tickets for football tournaments are cheaper than lawn tennis. The
brands that sponsor these tournaments fetch considerable amount of benefits by participating
in them. It should be considered that the amount of traffic these tournaments attract could
potentially benefit the businesses as by participating in these the companies can increase the
conversion rate. By participating in sports tournaments brands can gain provision of
convincing the customers about the utility that cab e derived by using their products and re
able to deliver targeted messages to the customers.
2.2 Sports event in the United Kingdom
The Wimbledon Tennis Tournament is the biggest, oldest and most awaited lawn
tennis grand slam in the world. To participate or attend the tournament people from all
around the world have the option to book tickets online to watch match of their favourites
(Wagner 2015). Apart from watching match the audience have the opportunity to visit
different tourist spots in, shops, exclusive stores, Wimbledon museums, nearby trade fairs,
markets, exclusive fashion stores and exclusive restaurants and these provide the companies
the opportunity of attracting the customers from different parts of the world (Reiley 015).
According to a report by BBC, it is found that in the United Kingdom several sports
event occur every year. Among them, the football tournaments are the ones that attract
highest number of visitors. During these sports, events it is observed that number of external
visitors increase by manifolds and the companies that operate in the country make more
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10Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
revenues. Around 70 million visitors come to the United Kingdom every year to attend
various sports event. Of the top ten sports tournament all are the multiday sports affairs and
among them, there are Wimbledon Tennis Tournament and British Grand Prix. In 2015,
Rugby final was hosted in the United Kingdom and during that tournament, the number of
visitors that came to watch the tournament had been estimated as 5 million (Wise 2017).
Therefore, huge investment and large number of visitors create huge market and provide
opportunity to the business earn more revenue than the regular days.
English Premier League is one of the biggest football tournament in the World and it
takes place in the United Kingdom. A study on the tournament shows that it impacts the
economy of the United Kingdom significantly. In the study, an estimation is made on the
value added to the economy by the tournament. Ernst & Young conducted the study and it is
found that in the season of 2016-17, the English Premier League generated £3.3 billion tax
revenue for the economy of the United Kingdom (Ey.com 2019). The percentage increase in
tax calculation has been estimated as 50% (Cleland 2017). The amount of tax collected as
VAT paid by the players equals £1.1 billion and on the other hand, the VAT paid by the clubs
equals £1.2 billion. Apart from that, the English Premier League supported the 100,000 jobs,
and among that indirect employees are 52000 and induced are 35000 and the remaining
amount of the employees are direct employees. In every season, average number of ticket
holders are 520,000 and in the United Kingdom 43 million people watches the football
tournament on television. Globally, one billion people have the access to the tournament
coverage (Shank and Lyberger 2014). During the season of the tournament, 686,000 visitors
come in the United Kingdom for watching the matches of the tournament and all the visitors
are from all around the globe. The gross value added to the economy during the occurrence of
the tournament is equivalent to £7.6 billion. Important facts of the tournament regarding
monetary benefits such as revenues from commercials sums up to £ 1.5 billion, amount of
revenues. Around 70 million visitors come to the United Kingdom every year to attend
various sports event. Of the top ten sports tournament all are the multiday sports affairs and
among them, there are Wimbledon Tennis Tournament and British Grand Prix. In 2015,
Rugby final was hosted in the United Kingdom and during that tournament, the number of
visitors that came to watch the tournament had been estimated as 5 million (Wise 2017).
Therefore, huge investment and large number of visitors create huge market and provide
opportunity to the business earn more revenue than the regular days.
English Premier League is one of the biggest football tournament in the World and it
takes place in the United Kingdom. A study on the tournament shows that it impacts the
economy of the United Kingdom significantly. In the study, an estimation is made on the
value added to the economy by the tournament. Ernst & Young conducted the study and it is
found that in the season of 2016-17, the English Premier League generated £3.3 billion tax
revenue for the economy of the United Kingdom (Ey.com 2019). The percentage increase in
tax calculation has been estimated as 50% (Cleland 2017). The amount of tax collected as
VAT paid by the players equals £1.1 billion and on the other hand, the VAT paid by the clubs
equals £1.2 billion. Apart from that, the English Premier League supported the 100,000 jobs,
and among that indirect employees are 52000 and induced are 35000 and the remaining
amount of the employees are direct employees. In every season, average number of ticket
holders are 520,000 and in the United Kingdom 43 million people watches the football
tournament on television. Globally, one billion people have the access to the tournament
coverage (Shank and Lyberger 2014). During the season of the tournament, 686,000 visitors
come in the United Kingdom for watching the matches of the tournament and all the visitors
are from all around the globe. The gross value added to the economy during the occurrence of
the tournament is equivalent to £7.6 billion. Important facts of the tournament regarding
monetary benefits such as revenues from commercials sums up to £ 1.5 billion, amount of
11Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
money spent in the league supply chains is £1.7 billion, revenues from broadcast amounts to
£2.8 billion, revenue generated per match day is £614 million and the amount spent by
international visitors is equivalent to £555 million (Bachleda, Fakhar and Elouazzani 2016)..
From the above data, regarding the tournament it can be said that English Premier League
generates a huge impact on the economy of the United Kingdom (Elliot 2016). The amount of
visitors the tournament attracts is huge and thus it is beneficial for the companies to sponsor
the tournament and the clubs such that it can be communicate with the potential customers
and thereby increase the brand presence and penetration in the market (Steven and Britto
2016). With increased amount of brand visibility and communication, the profitability of the
companies will increase and therefore sponsorship in the sports event like the English
Premier League is very much rewarding for the companies. It provides opportunity to the
companies to connect with the customers from around the world and thereby it can deliver it
brand message to the target customers and thus customer loyalty increases and with better
feedback process the brand value and goodwill of the companies increase. Therefore, the
sports tournaments are quite significant for the sponsorship of the companies.
2.3 Economic Impact of Sports Tournaments
Maennig (2017) has pointed out that the sports events have huge impacts on the
economy of the country that hosts it. For evidence, it is shown that the Fifa World Cup 2014,
which was hosted by Brazil, brought $ 112.79 billion to the economy of the country,
considering all the direct, indirect and induced effect on market that was generated by the
tournament. Due to the tournament and its induced effect 3.63 million jobs generated in
Brazil. Brazil also spent $22.46 billion in development of its infrastructure. Again, in the case
of Fifa World Cup 2010, which was hosted by South Africa generated an economic benefit
worth R21.3 billion (2010 prices) for the country. Around 230,000 tourists from the foreign
countries visited the country. That year the Gross Domestic Product (GDP) of South Africa
money spent in the league supply chains is £1.7 billion, revenues from broadcast amounts to
£2.8 billion, revenue generated per match day is £614 million and the amount spent by
international visitors is equivalent to £555 million (Bachleda, Fakhar and Elouazzani 2016)..
From the above data, regarding the tournament it can be said that English Premier League
generates a huge impact on the economy of the United Kingdom (Elliot 2016). The amount of
visitors the tournament attracts is huge and thus it is beneficial for the companies to sponsor
the tournament and the clubs such that it can be communicate with the potential customers
and thereby increase the brand presence and penetration in the market (Steven and Britto
2016). With increased amount of brand visibility and communication, the profitability of the
companies will increase and therefore sponsorship in the sports event like the English
Premier League is very much rewarding for the companies. It provides opportunity to the
companies to connect with the customers from around the world and thereby it can deliver it
brand message to the target customers and thus customer loyalty increases and with better
feedback process the brand value and goodwill of the companies increase. Therefore, the
sports tournaments are quite significant for the sponsorship of the companies.
2.3 Economic Impact of Sports Tournaments
Maennig (2017) has pointed out that the sports events have huge impacts on the
economy of the country that hosts it. For evidence, it is shown that the Fifa World Cup 2014,
which was hosted by Brazil, brought $ 112.79 billion to the economy of the country,
considering all the direct, indirect and induced effect on market that was generated by the
tournament. Due to the tournament and its induced effect 3.63 million jobs generated in
Brazil. Brazil also spent $22.46 billion in development of its infrastructure. Again, in the case
of Fifa World Cup 2010, which was hosted by South Africa generated an economic benefit
worth R21.3 billion (2010 prices) for the country. Around 230,000 tourists from the foreign
countries visited the country. That year the Gross Domestic Product (GDP) of South Africa
12Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
increased by 1.5 % and 159,000 jobs were generated. The government collected extra $2.1
billion as tax revenue. Similarly, in case of Germany, the Fifa World Cup 2006 generated
€1.5 billion (2006 prices) additional income for the country (Zucman 2014). Therefore, it can
be said that sports event as Fifa World Cup does generate huge amount of income for the host
country.
Robustness of a report is one of its key aspect and thus the case of Olympic Games
has been considered for discussion of the economic impact of the sports tournaments. It has
been estimated that Tokyo the host for 2020 Olympic Games Japan to invest around 0.2% of
its GDP to develop infrastructure (Osada et al. 2016). It is also estimated that in 2020 the
number of visitors in the country will increase to 33 million form 10 million in 2014. Due to
the effect of 2020 Olympic Games, the employment of Japan is going to increase by around
730,000 and the production of the country will rise significantly by 323 trillion yen as per
estimations.
Data on economic impact made by sport events in the United Kingdom, show that in
2014 British Open Golf Championship generated a cash inflow of £75 million for the hosts
region Wirral and Liverpool (liverpoolecho 2014). Visitors come to the country all around the
year and it has been seen that the visitors that are associated with sports event spent £785 (per
visitor) whereas visitors that are not associated with any kind of sports event spend £583 (per
visitor). On the other hand, it has been found that the visitors or tourist that came to watch
football matches of English Premier League generated £706 million for the economy.
Therefore, it is seen that in United Kingdom effects of sports events are significant as they
generate huge amount of revenue for the businesses in the country (Golden and Golden
2016). Due to the direct, indirect and induced effect of the sports events like English Premier
League, British Grand Prix, Wimbledon Tennis Tournament and many more contributes to
the economy of the country and boost the economy. The industries that are directly under the
increased by 1.5 % and 159,000 jobs were generated. The government collected extra $2.1
billion as tax revenue. Similarly, in case of Germany, the Fifa World Cup 2006 generated
€1.5 billion (2006 prices) additional income for the country (Zucman 2014). Therefore, it can
be said that sports event as Fifa World Cup does generate huge amount of income for the host
country.
Robustness of a report is one of its key aspect and thus the case of Olympic Games
has been considered for discussion of the economic impact of the sports tournaments. It has
been estimated that Tokyo the host for 2020 Olympic Games Japan to invest around 0.2% of
its GDP to develop infrastructure (Osada et al. 2016). It is also estimated that in 2020 the
number of visitors in the country will increase to 33 million form 10 million in 2014. Due to
the effect of 2020 Olympic Games, the employment of Japan is going to increase by around
730,000 and the production of the country will rise significantly by 323 trillion yen as per
estimations.
Data on economic impact made by sport events in the United Kingdom, show that in
2014 British Open Golf Championship generated a cash inflow of £75 million for the hosts
region Wirral and Liverpool (liverpoolecho 2014). Visitors come to the country all around the
year and it has been seen that the visitors that are associated with sports event spent £785 (per
visitor) whereas visitors that are not associated with any kind of sports event spend £583 (per
visitor). On the other hand, it has been found that the visitors or tourist that came to watch
football matches of English Premier League generated £706 million for the economy.
Therefore, it is seen that in United Kingdom effects of sports events are significant as they
generate huge amount of revenue for the businesses in the country (Golden and Golden
2016). Due to the direct, indirect and induced effect of the sports events like English Premier
League, British Grand Prix, Wimbledon Tennis Tournament and many more contributes to
the economy of the country and boost the economy. The industries that are directly under the
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13Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
influence of these sports events are airline, hotel, restaurant, garment and transports
industries. Hence, the contributions of sports events are worth considering while discussing
the development of an economy of a country.
Sports events are one of the key drivers of the tourism, hotel and restaurant industry.
The expenditures made by the visitors are extra than the regular revenue earned by the
mentioned sectors (Richards 2016). Moreover, the expenditures made by the non-local
visitors make the vital contribution to the state of the country that hosts the sports event.
During sports events, the maximum amounts of expenditures are made on the areas of eating,
drinking, gambling, gaming and accommodation purposes. This impact study was made
based on the weekend baseball matches. The amount of money spent by the visitors who stay
overnight has been recorded as $124.16 whereas the non–stayers spend around $45.11 daily
per person. However, this expenditures fall short during the weekday events. It is estimated
that during weekend baseball matches total amount of expenditure comes around $993,472
and during weekday games, the expenditure made by the visitors falls to $4,128,093 (Dixon,
Henry and Martinez 2013). The above to figures regarding expenditures show that the sports
events even if it is not a big tournament fetches good amount of revenue because a
considerable number of visitors regularly pay visits to watch baseball games. The amount of
expenditure made by the sports tourists that watches baseball matches is equivalent to
$2,121,565 approximately. Therefore, it can be said that if small event can generate so much
revenue in the local areas, then big sports events generates huge amount of revenue that make
significant considerable contribution in the economy of a country hosting the sports event.
2.4 Gap in Literature
Sponsorship in sports tournaments have been a trend for a long time now and it is
increasing day by day. For most of the sports tournaments, there is one or two major sponsor
and to get that position brands compete aggressively and make huge amount of investments.
influence of these sports events are airline, hotel, restaurant, garment and transports
industries. Hence, the contributions of sports events are worth considering while discussing
the development of an economy of a country.
Sports events are one of the key drivers of the tourism, hotel and restaurant industry.
The expenditures made by the visitors are extra than the regular revenue earned by the
mentioned sectors (Richards 2016). Moreover, the expenditures made by the non-local
visitors make the vital contribution to the state of the country that hosts the sports event.
During sports events, the maximum amounts of expenditures are made on the areas of eating,
drinking, gambling, gaming and accommodation purposes. This impact study was made
based on the weekend baseball matches. The amount of money spent by the visitors who stay
overnight has been recorded as $124.16 whereas the non–stayers spend around $45.11 daily
per person. However, this expenditures fall short during the weekday events. It is estimated
that during weekend baseball matches total amount of expenditure comes around $993,472
and during weekday games, the expenditure made by the visitors falls to $4,128,093 (Dixon,
Henry and Martinez 2013). The above to figures regarding expenditures show that the sports
events even if it is not a big tournament fetches good amount of revenue because a
considerable number of visitors regularly pay visits to watch baseball games. The amount of
expenditure made by the sports tourists that watches baseball matches is equivalent to
$2,121,565 approximately. Therefore, it can be said that if small event can generate so much
revenue in the local areas, then big sports events generates huge amount of revenue that make
significant considerable contribution in the economy of a country hosting the sports event.
2.4 Gap in Literature
Sponsorship in sports tournaments have been a trend for a long time now and it is
increasing day by day. For most of the sports tournaments, there is one or two major sponsor
and to get that position brands compete aggressively and make huge amount of investments.
14Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
The question arises why brands and companies do make such big investments to sponsor
these tournaments. The reviews of the literatures made on the above paragraphs show that
every sports event has some impact on the economy but it changes with the popularity,
vastness and number of playing countries. The impact occurs on the industries like hotel,
transports, amusement centres, restaurant and garment. It has been identified that during any
sports event the revenue generated by the sectors mentioned above increases, most of the
expenditures made on these areas comes from the external visitors, and most of them are
from other countries. It is seen that some brand or companies support most of the countries or
players that participate in these sports events, many of the products of the companies are not
even relevant with the sports, and even then, they keep on investing and sponsoring. Thus,
there should be some reasons for that because no company sponsor anything if it does not
gain from the investment. While discussing the literature regarding the impact of sports
events it is observed as these events attract huge number of visitors, a large market is created
during the period the sports events occurs.. They try to reach maximum number of customers
and thereby increase their brand visibility and market penetration that in future will increase
their profitability. Hence, how sponsorship can benefit the companies is to some extent clear
but it impact of sponsorship on the economy is still yet to be answered and thus a research
study is necessary to assess the economic impact.
2.6 Research Questions
1. What specific implications do the sponsorship activities on sports tournaments have
on the economy?
2. What is the nature and degree of sponsorship made by the organizations on sports
events?
3. What is the effect of sponsorship activities on sports events?
The question arises why brands and companies do make such big investments to sponsor
these tournaments. The reviews of the literatures made on the above paragraphs show that
every sports event has some impact on the economy but it changes with the popularity,
vastness and number of playing countries. The impact occurs on the industries like hotel,
transports, amusement centres, restaurant and garment. It has been identified that during any
sports event the revenue generated by the sectors mentioned above increases, most of the
expenditures made on these areas comes from the external visitors, and most of them are
from other countries. It is seen that some brand or companies support most of the countries or
players that participate in these sports events, many of the products of the companies are not
even relevant with the sports, and even then, they keep on investing and sponsoring. Thus,
there should be some reasons for that because no company sponsor anything if it does not
gain from the investment. While discussing the literature regarding the impact of sports
events it is observed as these events attract huge number of visitors, a large market is created
during the period the sports events occurs.. They try to reach maximum number of customers
and thereby increase their brand visibility and market penetration that in future will increase
their profitability. Hence, how sponsorship can benefit the companies is to some extent clear
but it impact of sponsorship on the economy is still yet to be answered and thus a research
study is necessary to assess the economic impact.
2.6 Research Questions
1. What specific implications do the sponsorship activities on sports tournaments have
on the economy?
2. What is the nature and degree of sponsorship made by the organizations on sports
events?
3. What is the effect of sponsorship activities on sports events?
15Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
Chapter 3: Research Methodology
3.1 Research Overview
The main objective of the businesses is to reach the right consumer markets and
clients by improving the portfolio of the country by making diversification the in the strategy
of the company and exploring untapped market areas. The sports tournaments are considered
as one of the potential option for the companies by investing in which it can explore markets
that are new to the company. Thus, perceiving the opportunity the companies are making
sponsorships to various sports events, influencing the economy, and helping to develop
further.
The research philosophy discusses the process that is followed for the research to
conduct successfully. The process includes the data collection method and process of analysis
to generate significant results. The positivist philosophy has been considered in this research
paper to conduct the study. It is established with the consideration of the fact that the research
paper takes an unbiased stance and postulates that the sports events and its sponsorships are
the reality of the society that exists and acts externally unlike the social actors (Delanda
2019). Furthermore, the sports tournaments are distinguishable phenomenon of the society
and the relationship that it shares with the economy can be described with the help of
generalized law. The assumption that is adopted in the research paper considers that the
investment made in the organized sports tournaments and the market economy in which it
operates shares a positive relationship. For every sponsorship in organized sports events, the
economy of the host state or country improves and income of the country increases and it is
also noticed that consumer spending in the markets increases.
The approach that a researcher takes to execute the research philosophy successfully
is called the research philosophy. The critical task of the research is the choice of suitable
Chapter 3: Research Methodology
3.1 Research Overview
The main objective of the businesses is to reach the right consumer markets and
clients by improving the portfolio of the country by making diversification the in the strategy
of the company and exploring untapped market areas. The sports tournaments are considered
as one of the potential option for the companies by investing in which it can explore markets
that are new to the company. Thus, perceiving the opportunity the companies are making
sponsorships to various sports events, influencing the economy, and helping to develop
further.
The research philosophy discusses the process that is followed for the research to
conduct successfully. The process includes the data collection method and process of analysis
to generate significant results. The positivist philosophy has been considered in this research
paper to conduct the study. It is established with the consideration of the fact that the research
paper takes an unbiased stance and postulates that the sports events and its sponsorships are
the reality of the society that exists and acts externally unlike the social actors (Delanda
2019). Furthermore, the sports tournaments are distinguishable phenomenon of the society
and the relationship that it shares with the economy can be described with the help of
generalized law. The assumption that is adopted in the research paper considers that the
investment made in the organized sports tournaments and the market economy in which it
operates shares a positive relationship. For every sponsorship in organized sports events, the
economy of the host state or country improves and income of the country increases and it is
also noticed that consumer spending in the markets increases.
The approach that a researcher takes to execute the research philosophy successfully
is called the research philosophy. The critical task of the research is the choice of suitable
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16Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
philosophy that helps to develop method that is serves best for collection and analysis of the
data. The collection of data in this research study has been conducted by deductive approach.
To formulate a hypothesis that can be hypothetically testable deductive approach is the most
suitable approach available. This approach also allows growing a method that is elaborate and
replicable for data collection and analysis such that the relationship between the economy and
sports event sponsorship can be understood clearly. The approach thus ensures the credibility
of the collected data, based on which the knowledge of the research topic is developed and
thereby improves the credibility of the study.
The research made in this paper is a descriptive one and it is the characteristics of the
descriptive study to explain the phenomena in its accurate and current form. The researcher in
this research paper emphasizes on showing the real association between the economy and the
sports event sponsorship.
A research study should be conducted in a structured and systematic manner. To
achieve the goals and objective of the research a suitable strategy should be developed. The
research strategy helps the researcher to plan the actions of the study stepwise and then
executes it and collects data and based on the findings the study report is developed. This
research study considers the case of Wimbledon Tennis Tournament and its influence on the
economy of London to perceive and understand the economic significance of the organized
sports events. The usefulness of the strategy adopted to conduct the research study is that it
helped to develop the understanding of a specific occurrence in certain context.
3.2 Data Collection Method
No data has been collected to complete this research study since the study is based on
thematic analysis, in which literatures mostly media evidence and news articles are being
philosophy that helps to develop method that is serves best for collection and analysis of the
data. The collection of data in this research study has been conducted by deductive approach.
To formulate a hypothesis that can be hypothetically testable deductive approach is the most
suitable approach available. This approach also allows growing a method that is elaborate and
replicable for data collection and analysis such that the relationship between the economy and
sports event sponsorship can be understood clearly. The approach thus ensures the credibility
of the collected data, based on which the knowledge of the research topic is developed and
thereby improves the credibility of the study.
The research made in this paper is a descriptive one and it is the characteristics of the
descriptive study to explain the phenomena in its accurate and current form. The researcher in
this research paper emphasizes on showing the real association between the economy and the
sports event sponsorship.
A research study should be conducted in a structured and systematic manner. To
achieve the goals and objective of the research a suitable strategy should be developed. The
research strategy helps the researcher to plan the actions of the study stepwise and then
executes it and collects data and based on the findings the study report is developed. This
research study considers the case of Wimbledon Tennis Tournament and its influence on the
economy of London to perceive and understand the economic significance of the organized
sports events. The usefulness of the strategy adopted to conduct the research study is that it
helped to develop the understanding of a specific occurrence in certain context.
3.2 Data Collection Method
No data has been collected to complete this research study since the study is based on
thematic analysis, in which literatures mostly media evidence and news articles are being
17Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
studied. The study of relevant news articles are being made to find the impact of the
Wimbledon Tennis Tournament on the economy of London.
3.3 Data Analysis
Data analysis is the part of the research paper that makes the purpose of the research
successful. The process of data analysis that is used in this research paper is thematic
analysis. Thematic analysis is the procedure under which the analysis of media evidence and
other literary studies made on the related topics is done. This improved the capability of the
research paper to attain its desired objectives and goals. This process helped the researcher to
reduce the cost of the study and easier to achieve the target of the research that needs to be
achieved.
3.4 Research Limitations
1. The information regarding sports event sponsorship and corporate sponsorship are
limited and the literature on the same topic is limited too.
2. The unavailability of sufficient data is the main issue of the research topic and thus it
limits the openness of the study.
3. The limitation of information proved challenging to the research paper and thus it
hampered the process data collection.
4. Lack of information is the important drawback and thus the researcher took the
approach of secondary research and a systematic literature review has been done.
5. The researchers collected articles from media and study reports and from reports from
corporate sponsors and developed knowledge and influence of sponsorship of sports
events on the economy.
studied. The study of relevant news articles are being made to find the impact of the
Wimbledon Tennis Tournament on the economy of London.
3.3 Data Analysis
Data analysis is the part of the research paper that makes the purpose of the research
successful. The process of data analysis that is used in this research paper is thematic
analysis. Thematic analysis is the procedure under which the analysis of media evidence and
other literary studies made on the related topics is done. This improved the capability of the
research paper to attain its desired objectives and goals. This process helped the researcher to
reduce the cost of the study and easier to achieve the target of the research that needs to be
achieved.
3.4 Research Limitations
1. The information regarding sports event sponsorship and corporate sponsorship are
limited and the literature on the same topic is limited too.
2. The unavailability of sufficient data is the main issue of the research topic and thus it
limits the openness of the study.
3. The limitation of information proved challenging to the research paper and thus it
hampered the process data collection.
4. Lack of information is the important drawback and thus the researcher took the
approach of secondary research and a systematic literature review has been done.
5. The researchers collected articles from media and study reports and from reports from
corporate sponsors and developed knowledge and influence of sponsorship of sports
events on the economy.
18Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
3.5 Ethical Aspects
The information used to make the research paper is very sensitive and thus should not
be misrepresented, as that would hurt the interest of corporates and the organisers of the
sports events. Hence, the information used in the research paper has been used with utmost
secrecy and accuracy such that it does not hamper no one’s interest. The information used is
limited for the purpose of education and the study will not bring any damage to the concerned
organizations or the country and the personnel associated. However, if any damage occurs to
any of the concerned company or organization then reason of harm will be verified and
audited.
3.6 Timeline
Time in Weeks
ACTIVITY 1 2 3 4 5 6 7 8 9 10 11 12 13 1
4
15
Topic selection
Reading Literature
Topic refinement
Proposal Writing
Systematic
Literature Analysis
Data Collection
and Analysis
Final Dissertation
Writing
Key Dates 1 2 3 4 5 6
3.5 Ethical Aspects
The information used to make the research paper is very sensitive and thus should not
be misrepresented, as that would hurt the interest of corporates and the organisers of the
sports events. Hence, the information used in the research paper has been used with utmost
secrecy and accuracy such that it does not hamper no one’s interest. The information used is
limited for the purpose of education and the study will not bring any damage to the concerned
organizations or the country and the personnel associated. However, if any damage occurs to
any of the concerned company or organization then reason of harm will be verified and
audited.
3.6 Timeline
Time in Weeks
ACTIVITY 1 2 3 4 5 6 7 8 9 10 11 12 13 1
4
15
Topic selection
Reading Literature
Topic refinement
Proposal Writing
Systematic
Literature Analysis
Data Collection
and Analysis
Final Dissertation
Writing
Key Dates 1 2 3 4 5 6
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19Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
Chapter 4: Data Analysis
4.1 Introduction
Data analysis method adopted in this study is thematic analysis. There are various
types of data analysis and out of those, reflexive thematic analysis have been used to discuss
the concerned research paper. The articles from media have been taken for the analysis and
depending on the findings of the articles; the data analyses have been done.
4.2 Data Analysis
In this dissertation, we have considered different thematic approach the development
of the dissertation. There are many websites are considered for development of the research
objectives and the research questions. As per the media evidence found regarding the
Wimbledon Championship 2019, it is seen many sponsors residing from the all over the
world (Essentially Sports 2019). The sponsors include some high performing companies in
the world. They are OPPO, Slazenger, Robinsons, IBM, Lanson, Ralph Lauren, HSBC Bank,
Evian, Lavazza, Stella Artois, Jaguar Land Rover, Hagan-Dazs and Pimm’s and American
Express. At the month of April OPPO has announced its agreement with the All England
Lawn Tennis Club. This deal was special because OPPO was the first smartphone company
to do agreement with Wimbledon. (Delanda 2019). It is a five-year deal, which was signed
between these two institutions. This deal provides opportunity to both institutions, as both
institutions are profit-making institutions. The brand revelation and the brand value will also
be affected and hence it may increase. There is a presence of the key development for the
market growth in the whole globe. This will also help OPPO to intervene in the market of UK
and strength its position in the competitive market of the smartphone in whole Europe. On the
other hand, All England Lawn Tennis Club will be benefitted, as the popularity of the tennis
tournament will increase in the Asian countries and in the home country of the smartphone
company. Sponsoring Wimbledon would provide the brands from around the world to
Chapter 4: Data Analysis
4.1 Introduction
Data analysis method adopted in this study is thematic analysis. There are various
types of data analysis and out of those, reflexive thematic analysis have been used to discuss
the concerned research paper. The articles from media have been taken for the analysis and
depending on the findings of the articles; the data analyses have been done.
4.2 Data Analysis
In this dissertation, we have considered different thematic approach the development
of the dissertation. There are many websites are considered for development of the research
objectives and the research questions. As per the media evidence found regarding the
Wimbledon Championship 2019, it is seen many sponsors residing from the all over the
world (Essentially Sports 2019). The sponsors include some high performing companies in
the world. They are OPPO, Slazenger, Robinsons, IBM, Lanson, Ralph Lauren, HSBC Bank,
Evian, Lavazza, Stella Artois, Jaguar Land Rover, Hagan-Dazs and Pimm’s and American
Express. At the month of April OPPO has announced its agreement with the All England
Lawn Tennis Club. This deal was special because OPPO was the first smartphone company
to do agreement with Wimbledon. (Delanda 2019). It is a five-year deal, which was signed
between these two institutions. This deal provides opportunity to both institutions, as both
institutions are profit-making institutions. The brand revelation and the brand value will also
be affected and hence it may increase. There is a presence of the key development for the
market growth in the whole globe. This will also help OPPO to intervene in the market of UK
and strength its position in the competitive market of the smartphone in whole Europe. On the
other hand, All England Lawn Tennis Club will be benefitted, as the popularity of the tennis
tournament will increase in the Asian countries and in the home country of the smartphone
company. Sponsoring Wimbledon would provide the brands from around the world to
20Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
explore the market of London, which is flooded with audience from different places in the
world. This definitely impacts the sponsoring brands visibility and market and along with that
the host city will have the impact of huge inflow of capital in the form of sponsorship in the
tennis tournament.
Slazenger is one of the companies who are together with the tennis tournament of
Wimbledon Championship for more than 116 years. They are providing the tennis ball to the
company. The agreement between these two companies has created record for longest
agreement with any sports.
Robinsons, which is a soft drink company, has been associated with Wimbledon
Championship for more than 83 years. The relations started when the founder of the company
himself provide hydrated drink to the players in the dressing room of the stadium (Carlson
2017).
Larson is also one of the champagne company who provides champagne to the champions of
the match. They are associated with Wimbledon Championship from the year of 1977. The
Larson is also available in nine bars and hospitality marquees in the grounds of the All
England Lawn Tennis Club.
The association with Polo Ralph Lauren with the Wimbledon Championship is one of
the first company who started providing dress to the players and also to the umpires of the
tennis match. This can be stated that the company has marketed very well with the
sustainable development of the profits in the company. It was the first any designing
company who have associated with the tennis championship. These outfits are provided to
both men and women.
The sponsorship of Wimbledon Championship also includes players from banks also
(MacCurdie et al. 2017). This involves introduction of one of the biggest bank in the world
explore the market of London, which is flooded with audience from different places in the
world. This definitely impacts the sponsoring brands visibility and market and along with that
the host city will have the impact of huge inflow of capital in the form of sponsorship in the
tennis tournament.
Slazenger is one of the companies who are together with the tennis tournament of
Wimbledon Championship for more than 116 years. They are providing the tennis ball to the
company. The agreement between these two companies has created record for longest
agreement with any sports.
Robinsons, which is a soft drink company, has been associated with Wimbledon
Championship for more than 83 years. The relations started when the founder of the company
himself provide hydrated drink to the players in the dressing room of the stadium (Carlson
2017).
Larson is also one of the champagne company who provides champagne to the champions of
the match. They are associated with Wimbledon Championship from the year of 1977. The
Larson is also available in nine bars and hospitality marquees in the grounds of the All
England Lawn Tennis Club.
The association with Polo Ralph Lauren with the Wimbledon Championship is one of
the first company who started providing dress to the players and also to the umpires of the
tennis match. This can be stated that the company has marketed very well with the
sustainable development of the profits in the company. It was the first any designing
company who have associated with the tennis championship. These outfits are provided to
both men and women.
The sponsorship of Wimbledon Championship also includes players from banks also
(MacCurdie et al. 2017). This involves introduction of one of the biggest bank in the world
21Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
who are associated with the bank since 2008. The company has benefitted from the
sponsorship as the audience of the tennis are mostly the person who belongs to the higher
earning group and hence the bank was able to attract many customers on the power of this
advertisement made in the ground of the lawn tennis.
Evian is also one of the important company who are also associated with Wimbledon
Championship since 2008 and it is seen that the company has seen considerable amount of
growth in respect of sales and in respect of profitability and more importantly the market
share of the company. They started marketing by providing waters to the players who are
playing in the championship and also the to the spectators who came to see the match.
Another European company, which also found to use the sponsorship to increase the sales of
the company in the Wimbledon Championship. These company started selling Italian
espresso in the stadium and seen a considerable amount of growth in the both aspect financial
aspect as well as market share aspect.
Stella Artois is also one of the hard drink company who are associated with
Wimbledon Championship since the year of 2014. It sell beer in the European market and has
seen a considerable amount of growth in the market share and hence the total growth of the
company is quite good.
Jaguar and Land Rover are also the companies that are associated with the
Wimbledon Championship. They are associated with Wimbledon Championship since 2015.
The company has provided 170 high performance vehicles and the premium vehicles. It is
also the official car for the championship (Del Rosso et al. 2017. The company was able to
rise in sale of the high premium and high-performance car since 2015, which the company
has stated that the sponsorship is also the primary reasons for the development of the sales
structure of the company in this premium aspect.
who are associated with the bank since 2008. The company has benefitted from the
sponsorship as the audience of the tennis are mostly the person who belongs to the higher
earning group and hence the bank was able to attract many customers on the power of this
advertisement made in the ground of the lawn tennis.
Evian is also one of the important company who are also associated with Wimbledon
Championship since 2008 and it is seen that the company has seen considerable amount of
growth in respect of sales and in respect of profitability and more importantly the market
share of the company. They started marketing by providing waters to the players who are
playing in the championship and also the to the spectators who came to see the match.
Another European company, which also found to use the sponsorship to increase the sales of
the company in the Wimbledon Championship. These company started selling Italian
espresso in the stadium and seen a considerable amount of growth in the both aspect financial
aspect as well as market share aspect.
Stella Artois is also one of the hard drink company who are associated with
Wimbledon Championship since the year of 2014. It sell beer in the European market and has
seen a considerable amount of growth in the market share and hence the total growth of the
company is quite good.
Jaguar and Land Rover are also the companies that are associated with the
Wimbledon Championship. They are associated with Wimbledon Championship since 2015.
The company has provided 170 high performance vehicles and the premium vehicles. It is
also the official car for the championship (Del Rosso et al. 2017. The company was able to
rise in sale of the high premium and high-performance car since 2015, which the company
has stated that the sponsorship is also the primary reasons for the development of the sales
structure of the company in this premium aspect.
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22Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
Haagen-Dazs is the official ice cream of Wimbledon Championships and they are
associated with the institutions for more than two years. The sales structure may have not
been risen steeply in recent years, but it is expected that the company will get more benefit
from the development in later stage. The management of the company are expecting to see a
rise in market share, the profitability of the market will be rise up, and one of the primary
reasons for this was the sponsorship where the Wimbledon Championship will help to get the
popularity.
The very recent sponsored which the Wimbledon championship received in the year
of 2017 by Pimm’s. It is a juice company, associated with Wimbledon Championship and the
company is well known for its famous secret recipe for the development of the juice (Nurmi
and Pulli et al. 2014). The juice which they sell have many beneficial for the health and the
best place to advertise for such products will be some sports event because there are many
people or audience who are all health conscious. The company has expected a considerable
amount of profit after the advertising is made in various sports event. As per the marketing
head of the company, the company has able to increase the sale structure after the company
has went for the sponsorship with the Wimbledon Championship.
American Express is also one of the successful companies in the whole world and
they have acquired many customers all over the world. When they started sponsoring with
Wimbledon Championship, it is observed that the company has also acquired more high-
profile customer. It is stated that the benefit of the company has went up significantly.
An article in The Telegraph discussed how beneficial it is for the brands it they
sponsor tennis tournaments and especially tournaments like Wimbledon (The Telegraph
2016). The success of Wimbledon Championship sponsorship depends on the natural brand
making of the tournament. These allow the company not only to showcase about the products
Haagen-Dazs is the official ice cream of Wimbledon Championships and they are
associated with the institutions for more than two years. The sales structure may have not
been risen steeply in recent years, but it is expected that the company will get more benefit
from the development in later stage. The management of the company are expecting to see a
rise in market share, the profitability of the market will be rise up, and one of the primary
reasons for this was the sponsorship where the Wimbledon Championship will help to get the
popularity.
The very recent sponsored which the Wimbledon championship received in the year
of 2017 by Pimm’s. It is a juice company, associated with Wimbledon Championship and the
company is well known for its famous secret recipe for the development of the juice (Nurmi
and Pulli et al. 2014). The juice which they sell have many beneficial for the health and the
best place to advertise for such products will be some sports event because there are many
people or audience who are all health conscious. The company has expected a considerable
amount of profit after the advertising is made in various sports event. As per the marketing
head of the company, the company has able to increase the sale structure after the company
has went for the sponsorship with the Wimbledon Championship.
American Express is also one of the successful companies in the whole world and
they have acquired many customers all over the world. When they started sponsoring with
Wimbledon Championship, it is observed that the company has also acquired more high-
profile customer. It is stated that the benefit of the company has went up significantly.
An article in The Telegraph discussed how beneficial it is for the brands it they
sponsor tennis tournaments and especially tournaments like Wimbledon (The Telegraph
2016). The success of Wimbledon Championship sponsorship depends on the natural brand
making of the tournament. These allow the company not only to showcase about the products
23Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
of the company but also helps the company to able to attract new VIP customers. Since it is a
very big sporting event and the person involves around 10 million audiences throughout the
sporting event. Among these 10 million audiences, there are many VIP companies, which
help the company as they are keen to buy the products more often and the companies mainly
highlight their premium products. Hospitality is one of the key factors, which plays a very
vital role for increasing the relationship between the company and the audience. These not
only help to increase the positive view of the brand, but it also helps the company to increase
the brand value. There are many instances the company has been recognized by the audiences
with the help of the company. The Wimbledon also provides a platform for the competition
between the companies who are going to be sponsoring in the Wimbledon Championship.
This makes the companies to fight among companies so that the companies will soon see the
sales structure to grow up. The companies has a great opportunity to increase the factors
which are associated with it are the development of the company. Hospitality of the
companies, which are performed in the competition, helps the company to build the
relationship between the companies and also the brand value of the company. As per the
above analysis, it can be stated that there are many companies, which are loyal with the
sponsorship with Wimbledon, are all in high performer in their respective industry.
As per the history goes for the marketing and advertising brand awareness is the key
factor for the development of the company’s brand in respect to the financial structure of the
company by sale and also increasing goodwill of the company. As Wimbledon Championship
is stated as one of the most important sports event in the world including some various
sporting event it can be stated that it is represented as one of the focal point for the
advertising.
According to an article published in Social Media Today it is observed that
sponsoring Wimbledon is beneficial for the sponsors’ business development (Social Media
of the company but also helps the company to able to attract new VIP customers. Since it is a
very big sporting event and the person involves around 10 million audiences throughout the
sporting event. Among these 10 million audiences, there are many VIP companies, which
help the company as they are keen to buy the products more often and the companies mainly
highlight their premium products. Hospitality is one of the key factors, which plays a very
vital role for increasing the relationship between the company and the audience. These not
only help to increase the positive view of the brand, but it also helps the company to increase
the brand value. There are many instances the company has been recognized by the audiences
with the help of the company. The Wimbledon also provides a platform for the competition
between the companies who are going to be sponsoring in the Wimbledon Championship.
This makes the companies to fight among companies so that the companies will soon see the
sales structure to grow up. The companies has a great opportunity to increase the factors
which are associated with it are the development of the company. Hospitality of the
companies, which are performed in the competition, helps the company to build the
relationship between the companies and also the brand value of the company. As per the
above analysis, it can be stated that there are many companies, which are loyal with the
sponsorship with Wimbledon, are all in high performer in their respective industry.
As per the history goes for the marketing and advertising brand awareness is the key
factor for the development of the company’s brand in respect to the financial structure of the
company by sale and also increasing goodwill of the company. As Wimbledon Championship
is stated as one of the most important sports event in the world including some various
sporting event it can be stated that it is represented as one of the focal point for the
advertising.
According to an article published in Social Media Today it is observed that
sponsoring Wimbledon is beneficial for the sponsors’ business development (Social Media
24Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
Today 2015). During Wimbledon Championship, every year it is observed that the Lawn
Tennis fans travelled to London and it is observed that the company has seen a growth in the
tourism in the city. The place sees an upsurge in the economic growth as the tourist stays near
the ground to watch the match. The economic effect not only contributes the revenue to the
country, but it also affects the company’s revenue who is doing business inside and outside of
the stadium as well as the company doing business in that place. There are many instances
where it is seen that the whole economy sees an upsurge as the sales growth of the products,
which are sold by the company in that area, are also increased. The hotel business, which is
the pivot point in the hospitality business, has also seen in the increase in the booking as the
audiences tend to watch the tennis game stayed beside the stadium area. This also contributes
to the economy of the country, however the emphasis has been given to London in this
research. The broadcasting is also one of the important factors, which help the state to receive
a huge amount, and sees a high rise in the sales structure of the company and the economy of
that place. The broadcasting factor contributes to the competition among the companies for
the sponsorship. These helped because the competition is being broadcasted in many
countries in the world and also the companies are able to reach many people or rather many
expected customers in different counties of the world. This not only helps the company to
increase the brand awareness among the people but it also helped the company to reach many
customers residing in different countries around the world. This is the sponsorship investment
is proves to become so fruitful and companies tends to very interested with the sponsorship in
many sports competition specially which attracts many audiences and broadcasted in many
countries. This helps the company to grow in very short time.
Today 2015). During Wimbledon Championship, every year it is observed that the Lawn
Tennis fans travelled to London and it is observed that the company has seen a growth in the
tourism in the city. The place sees an upsurge in the economic growth as the tourist stays near
the ground to watch the match. The economic effect not only contributes the revenue to the
country, but it also affects the company’s revenue who is doing business inside and outside of
the stadium as well as the company doing business in that place. There are many instances
where it is seen that the whole economy sees an upsurge as the sales growth of the products,
which are sold by the company in that area, are also increased. The hotel business, which is
the pivot point in the hospitality business, has also seen in the increase in the booking as the
audiences tend to watch the tennis game stayed beside the stadium area. This also contributes
to the economy of the country, however the emphasis has been given to London in this
research. The broadcasting is also one of the important factors, which help the state to receive
a huge amount, and sees a high rise in the sales structure of the company and the economy of
that place. The broadcasting factor contributes to the competition among the companies for
the sponsorship. These helped because the competition is being broadcasted in many
countries in the world and also the companies are able to reach many people or rather many
expected customers in different counties of the world. This not only helps the company to
increase the brand awareness among the people but it also helped the company to reach many
customers residing in different countries around the world. This is the sponsorship investment
is proves to become so fruitful and companies tends to very interested with the sponsorship in
many sports competition specially which attracts many audiences and broadcasted in many
countries. This helps the company to grow in very short time.
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25Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
Chapter 5: Advantages and Disadvantages
5.1 Advantages
ï‚· Sponsorship in sports events provides exposure to the brands and thereby visibility
and brand recognition increases
ï‚· With more visibility, brand awareness increases and the sales of the companies has
increased
ï‚· Consumers know about more brands that sells same product and thus they have more
option to choose from
ï‚· The hotel, tourism, restaurant, transport business in London increases due to the
tournament and thus economic output of the city increases
ï‚· Brands based in London gets the opportunity to reach the consumers from other
countries
ï‚· Employment in London increases and thereby per capita income of citizens increase
5.2 Disadvantages
ï‚· Sponsorship increases the cost of advertisement of a company and that increases the
price of a product that indirectly puts burden on customers
ï‚· Over consumption of products increases the probability of inflation that hurts the
economy of London
ï‚· Cost burden of sponsorship decreases the competitiveness of companies in terms of
price
Chapter 5: Advantages and Disadvantages
5.1 Advantages
ï‚· Sponsorship in sports events provides exposure to the brands and thereby visibility
and brand recognition increases
ï‚· With more visibility, brand awareness increases and the sales of the companies has
increased
ï‚· Consumers know about more brands that sells same product and thus they have more
option to choose from
ï‚· The hotel, tourism, restaurant, transport business in London increases due to the
tournament and thus economic output of the city increases
ï‚· Brands based in London gets the opportunity to reach the consumers from other
countries
ï‚· Employment in London increases and thereby per capita income of citizens increase
5.2 Disadvantages
ï‚· Sponsorship increases the cost of advertisement of a company and that increases the
price of a product that indirectly puts burden on customers
ï‚· Over consumption of products increases the probability of inflation that hurts the
economy of London
ï‚· Cost burden of sponsorship decreases the competitiveness of companies in terms of
price
26Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
Chapter 6: Recommendation and Conclusion
6.1 Recommendation
The data analysis and advantage and disadvantages chapters of the research paper
show that sponsorship may be good for the economy but it does come with disadvantages.
Therefore, to deal with the disadvantages of sponsorship that increases the burden of the
economy, limitations should be introduced in terms of volume of the sponsorships. Every
brands that are interested in sponsoring the tennis tournament should be screened in detail
along with their product such that no faulty brand gets exposure to avoid loss of consumer
welfare.
6.2 Conclusion
The research study is made with the objective of finding the economic impact of the
sponsorship of organization on the sports events. The literature reviews show that the sports
events and big tournaments exert positive impact on the economy of the host country. The
industries in the host country flourish and earn considerable amount of revenue apart from the
regular revenue due to the extra footfall occurred due to the external visitors who come to
attend the sports events. The industries like hotel, food, garment, amusement parks and
tourism are the most benefitted one and thus most of the countries are willing to host big
sports events like Fifa World Cup and Olympic. Apart from industrial benefit, there are also
socio-economic benefits such as increase in job rate and infrastructural development.
However, from literature review it can be understood that sports events have significant
impact on the economy. To find the answer of the research question secondary research was
done on the Wimble Tennis Tournament. From secondary research on the Wimbledon Tennis
Tournament, it is found that the companies that are investing for sponsorship in the
tournament make huge benefits as they could cater to large number of potential customers
Chapter 6: Recommendation and Conclusion
6.1 Recommendation
The data analysis and advantage and disadvantages chapters of the research paper
show that sponsorship may be good for the economy but it does come with disadvantages.
Therefore, to deal with the disadvantages of sponsorship that increases the burden of the
economy, limitations should be introduced in terms of volume of the sponsorships. Every
brands that are interested in sponsoring the tennis tournament should be screened in detail
along with their product such that no faulty brand gets exposure to avoid loss of consumer
welfare.
6.2 Conclusion
The research study is made with the objective of finding the economic impact of the
sponsorship of organization on the sports events. The literature reviews show that the sports
events and big tournaments exert positive impact on the economy of the host country. The
industries in the host country flourish and earn considerable amount of revenue apart from the
regular revenue due to the extra footfall occurred due to the external visitors who come to
attend the sports events. The industries like hotel, food, garment, amusement parks and
tourism are the most benefitted one and thus most of the countries are willing to host big
sports events like Fifa World Cup and Olympic. Apart from industrial benefit, there are also
socio-economic benefits such as increase in job rate and infrastructural development.
However, from literature review it can be understood that sports events have significant
impact on the economy. To find the answer of the research question secondary research was
done on the Wimble Tennis Tournament. From secondary research on the Wimbledon Tennis
Tournament, it is found that the companies that are investing for sponsorship in the
tournament make huge benefits as they could cater to large number of potential customers
27Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
and thereby penetrate the market successfully and increase their sales value and thereby
profitability. However, the sponsorship money is used for promotion of the sports event and
thus the tournament is conducted at a very large scale and generates huge benefit for the
economy. Therefore, the impact that the sports event has on the economy is due to its large-
scale presence and that is made possible with the sponsorship money. Thus, economic impact
of sponsorship on the Wimble Tennis Tournament on the economy of the host country is
considerably large and positive. Alternatively, there are disadvantages of sponsorship that
affect the economy of the host city as well as the company that sponsors that sports event.
These challenges can be mitigated by the implementation of recommendations suggested in
the concerned section.
and thereby penetrate the market successfully and increase their sales value and thereby
profitability. However, the sponsorship money is used for promotion of the sports event and
thus the tournament is conducted at a very large scale and generates huge benefit for the
economy. Therefore, the impact that the sports event has on the economy is due to its large-
scale presence and that is made possible with the sponsorship money. Thus, economic impact
of sponsorship on the Wimble Tennis Tournament on the economy of the host country is
considerably large and positive. Alternatively, there are disadvantages of sponsorship that
affect the economy of the host city as well as the company that sponsors that sports event.
These challenges can be mitigated by the implementation of recommendations suggested in
the concerned section.
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28Economic Impact of Sponsorship on the Wimbledon Tennis Tournament
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