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 Whirlpool Europe and the Sony Ericsson WTA Tour have announced the extension of their current sponsorship agreement for an additional three years, through to 2009.
The extension signifies that the partnership forged by the two organisations in April 2004 has proved successful, highlighted not least by increased brand awareness, consumer engagement and community outreach for the Whirlpool brand. The deal also signals the increasingly global popularity of women's professional tennis.
Whirlpool will continue its relationship with the Sony Ericsson WTA Tour to help leverage its integrated marketing campaign to raise awareness of the Whirlpool's 6th sense technology and engage with consumers across Europe. The Tour comprises the world's leading women's tennis players.
"We are extremely excited to be continuing our relationship with the Sony EricssonWTA Tour", said Giuseppe Peruchhetti, Vice President, Brand Marketing, Europe. "The Tour offers us an ideal opportunity to connect with our consumers and showcase our technology across Europe. We are also delighted by the amount of money raised for Habitat for Humanity from the Aces for Homes initiative and would ike to thank the players on the Tour for scoring so many aces!"
Whirlpool's sponsorship of the Tour has been marked by a number of innovative elements. Activities include broadcast sponsorship of women's tennis on Eurosport and a significant on-court signage presence at tournaments throughout Europe, including the Sony Ericsson Championships, highlighted by a new and consistent look for the player bench and umpire's chair area. Further activities include print advertisements utilising Tour stars to promote Whirlpool's 6th sense technology, sponsorship of the Tour's TV News Service in Europe, the Aces for Homes charity programme in partnership with Habitat for Humanity, Whirlpool Fantasy Tennis, which enables fans to select teams of real players and chart their progress throughout the season and finally the 6th Sense Player of the Year Awatd. Whirlpool will continue to benefit from and build on these elements under ther new deal.
In addition to the renewal, Whirlpool and the Tour announced that 163,000 euros has been raised through the joint initiative Aces for Homes, which aimed to raise money for Habitat for Humanity, the official social cause of Whirlpool and the Sony Ericsson WTA Tour in bEurope. In June 2005, 10 euros was pledged for every ace scored on the Tour. Since then, a total of 16,300 aces have helped to raise the funds, which will go towards rebuilding 45 homes in the community of Nochikuppam, a village in the Chennai region, South East India, that was decimated by the tsunami.
In addition to Aces for Homes activity, Whirlpool will continue to have access to some of the top seeded women players to carry out projects and raise the profile of Habitat for Humanity. Top players Amelie Mauresmo, Nadia Petrova and Mary Pierce have all served as official ambassadors for the programme and participated in various activities to support Habitat for Humanity and the Whirlpool Love Food cookbook, a unique collection of favourite recipes from the players, endeavours to raise awareness and further funds for the charity.
The Sony Ericsson WTA Tour's growing list of partners now includes Sony Ericsson, Dubai Duty Free, Porsche, Travelex, Wilson, Bed, Bath & Beyond, Gatorade, USANA, Luxilon, Waterford and Saddlebrook Resort.
E&OE
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