The ATP International Tennis Tournament conducted every year at Chennai, christened as Chennai Open 2005, this time will have a unique form of promotion. In collaboration with Airtel, the tournament claims to be the first Indian sporting event to go on-air live on an EDGE-enabled mobile phone.
Ravi Krishnan, Managing Director – IMG-TWI South Asia and Senior International Vice President – IMG, said, “We have always tried to be very innovative with our promotions and this time is no different. The form of delivery has gone beyond the usual to take the event to the consumer and we are very excited to be involved with Airtel in this live telecast on mobile.”
The event, which is the most sought after by avid tennis fans will be sponsored by a consortium of 11 sponsors. The Platinum Sponsors for the event include Government of Tamilnadu, IOB, IOC and United India Insurance. The Gold Sponsors include Sundaram Finance, SAIL, Chennai Petroleum, Muruggappa Group, L&T and Saint Gobain.
A strong PR campaign has also supported heavily with outdoor campaigns to form part of the promotions apart from individual initiatives by the sponsors.
The tennis event will be telecast live on Ten Sports. It commences on the first week of January and the final is scheduled for January 9, 2005.
The $ 4,00,000 Chennai Open, owned and organised by IMG, is India’s and South Asia’s ATP International Series event, and one of the only eight in all of Asia. Re-christened as the Chennai Open, the event will be held in its 10th consecutive year from January 3-9, 2005. The tournament is conducted in Chennai under the aegis of the All India Tennis Association (AITA) and is organised with the active collaboration of the Sports Development Authority of Tamil Nadu (SDAT) and Tamil Nadu Tennis Association (TNTA).