Players find time to court sponsors

Musthofid and Bruce Emond ,  The Jakarta Post ,  Nusa Dua, Bali   |  Fri, 11/06/2009 2:35 PM  |  Headlines

In contrast to her subdued expression as she left the court after losing on Wednesday, Sabine Lisicki cheerfully mingled in a different arena on Thursday.

On the beachfront at the Westin Hotel, she enthusiastically took part in a cooking class, part of the player off-court activities held in conjunction with the Commonwealth Bank Tournament of Champions. Also on hand was fellow 20-year-old Yanina Wickmayer and Russian Vera Dushevina, the alternate at the year-end championships.

It was not simply a day at the beach for the young women, but all part of the business of being a pro on the women's tennis tour.

Sponsor-related activities, along with practice, eating right and getting enough sleep, are part of the job. For without sponsors, the women would not be able to earn a living.

International tournament manager Annie George Livesey says players need to aware of their responsibilities to sponsors.

"For a tournament to happen, you need sponsors. The players return it in the investment of PR. The players also get extra publicity."

The sponsor commitments at the Bali event, a favorite tournament among players because of its location in the tourist area of Nusa Dua, may not seem like work. This year, they included a spa visit, the challenge of making ceramics and a fashion show. But the activities were put on by sponsors.

"It's fun. This is part of our job," said Lisicki.

Livesey says player attendance at the events is simply a case of taking care of the people who matter.

"A lot of professional athletes don't realize it. It's not enough just to run about on court. They have to do other things that the sponsors demand," she said.

"At the end of the day . the players also have to realize that it is because of this signage at courtside that they actually get a livelihood . no sponsors, then no tournament. If no tournament, no prize money."

After tennis became a professional sport in 1968, women's players received a fraction of the prize money of the men. A group of players, led by Billie Jean King, decided to set up a women's tour in the early 1970s. As journalist Johnette Howard has noted, along came Chris Evert who King quickly realized could help capture sponsors for the fledgling tour. Virginia Slims was the major sponsor in the early days of the game, with later sponsors including Avon, Chase and Sanex.

Today's main tour sponsor is Sony Ericsson, and several players have been used in marketing campaigns for the cellular phone manufacturer.

Tennis is markedly different today in the responsibilities of the players, Livesey said.

"Thirty years ago, you would play on court, get on television and get a fee. That's enough," she said.

"If they want to keep playing in Bali, then they have to support PR activities. The players are beginning to realize, especially with the economic crisis . how important it is for their livelihood."

The WTA Tour on its website claims to be the world's leading professional sport for women, with more than 2,200 players representing 96 nations competing for more than US$86 million in prize money at the Tour's 51 events and four Grand Slams in 31 countries. Over 4.8 million people attended women's tennis events in 2008, with millions more watching events on television networks around the world.

"We chose to support tennis as the sport is akin to achievement and excellence," says Haviez Gautama, chief of marketing and communications of Commonwealth Bank.

The bank replaced Wismilak as the main sponsor for the last three editions of the Bali tournament.

"With the world tennis players coming in we hope Indonesian youngsters will be encouraged to thrive," he said.

As the title sponsor, the Commonwealth Bank bears the brunt of the cost, including the $600,000 cash prize, but different types of sponsorships are offered to supporting sponsors. There are five supporting sponsors, with an equal number of partner sponsors.

Livesey says the tournament is also a way to promote host country.

"Over the years we have become unique in terms that we are doing fun things. When we started the tournament years ago we were hoping to show that Indonesia is not only about traditional music, tourism. but it is an international destination," Livesey said.

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