The Davis Cup this year will also see a sea change in the format of sponsorship and broadcast technology to implement the new sponsorship policy. The changes’ phase continues in the prestigious inter-nation tennis team tournament.
The name is new – The World Cup Tennis. The format has changed. Now the organisers are all set to change the way sponsors advertisements would feature during the Davis Cup broadcast. This will all be virtual with the Digital Board Replacement technology. The organisers will now be equipped to insert region- and territory-specific advertisements. Same feed with different sponsors for different territories.
The virtual replacement advertising is aimed at increasing the sponsorship income. The Davis Cup organisers, led by Barcelona defender Gerard Pique, are set to implement the new technology at the inaugural World Cup Tennis (Davis Cup) in Madrid from November 18 to 24 where top 16 nations will play across the week to decide the World Champion Team (The Davis Cup Champion).
The new sponsorship technology will give the organisers a flexibility to have different sponsors in different regions. This will increase the tournament revenues as instead of having one broadcast or presenting partner across the globe, the organisers can now look for more associates for the same position and get brands on board with better interest in specific geographies.
“One of the things that happens in terms of sponsorship is that it is pretty difficult to find one of those global brands that has interest all over the world,” AP has quoted Kosmos Tennis CEO Javier Alonso as saying. “With the modern technologies that are available right now on the market… we are targeting to have three or four different feeds and in each feed we will have a different sponsor with virtual replacement technology.”
The technology has been used successfully by the Spanish football league, a sponsor and partner of the revamped Davis Cup. The league currently distributes specific feeds to nine different regions. “It’s a format that is much more attractive to sponsors,” said Oscar Mayo, the Spanish league’s director for international development. “It’s a model fully developed and we will share our know-how and provide support.”
The added costs are usually related to the need of having more satellites to distribute the different feeds. Davis Cup organizers said the new formula, with all matches played in a single week and at the same venue, has been key to attracting new sponsors.