Game, Set, Brand: The Most Creative Advertising Campaigns from the Tennis Courts

Bulgarian tennis has long excited fans, experts, and all of us who love to take pride in the achievements of our compatriots who bring us global recognition. Hardly anyone would fail to answer the question, “Who is Grigor Dimitrov?” And this year is remarkable thanks to our ambitious young talents Ivan Ivanov and Alexander Vasilev, who are just beginning to write their own stories. But let’s talk about marketing and advertising - and about tennis, which is not only a stage for emotions and inspiration but also for creative campaigns.

Major tournaments such as Wimbledon, Roland-Garros, the Australian Open, and the US Open have become global platforms where brands capture the attention of millions of viewers. Let’s take a look at some of the most inspiring examples of product placement that show how sport and marketing can play on the same team.

Renault – Roland-Garros 

Renault used its partnership with Roland-Garros to highlight its commitment to sustainable mobility. The brand’s electric models transported players and guests around Paris, while stylish branded elements appeared across the courts.

When the product reflects the values of the tournament (here - green energy and innovation), the message feels authentic and convincing.

Wilson – Roland-Garros 2025

As the official ball supplier, Wilson launched a large-scale DOOH campaign in Paris. From airports and metro stations to tourist areas, fans saw branded visuals with QR codes leading directly to product pages.

When the product is an inseparable part of the sport itself, positioning feels natural and powerful.

Perrier – Freshness at Roland-Garros

Perrier has been a symbol of Roland-Garros for more than 40 years. From artistic advertisements to the iconic green bottles on the courts, the brand has become an emblem of the tournament.

When long-term partnership and consistent creativity turn a product into part of an event’s DNA.

Evian – Ball Hunt (Wimbledon 2012)

Evian engaged fans with its interactive “Hunt for Pink Balls” campaign in London. Participants followed clues on social media, with Wimbledon tickets as the prize.

When active audience participation creates lasting memories and a strong emotional bond with the product.

M&M’s – Pop-up Store at the Australian Open

M&M’s surprised fans with a pop-up shop offering limited-edition designs and interactive experiences inspired by the Australian Open. The chocolate brand made attending the tournament an even sweeter experience.

When live events and pop-up activations strengthen the connection between the brand and the audience.

In conclusion, major tennis tournaments show how sport and advertising can play in perfect sync. The most successful campaigns - like those of Wilson, Renault, Perrier, Evian, and M&M’s - are not just about placing a logo during an event, but about becoming part of the fans’ emotions and experiences.

Just as Grigor Dimitrov and our young rising stars inspire with their game, creative brands inspire with campaigns that leave a mark.