Tennis Goes Underground

Telecom and marketing.

 

It's nice to see that money is still being spent to promote telecommunications related brands.

 

As official sponsor of the Women's Tennis Association Sony Ericsson marked the start of the Madrid Open with 'Underground Tennis' a marketing promotion designed to draw some attention to the upcoming tournament.

 

Elena Dementieva and Caroline Wozniacki rallied with each other on the tracks of one of Madrid's busiest Metro stations; Chamartin.

 

Dementieva, the Tour's number 3 player commented: "I never thought I'd be playing tennis on an underground track! It was a unique way to prepare for the Madrid Open."

 

Dementieva's opponent, world number 11, Caroline Wozniacki said, "Taking tennis to new audiences is really important in keeping the game alive. Playing tennis while commuters go about their daily business was a new experience and really fun."

 

A specially built court placed on the unused track of the Chamartin Metro station for the players to rally with each other underground gave a once in a lifetime view for all onlookers. A team of workers built the 20 x 6 meter court with layher (a special type of iron) and wood which was painted to look like a real tennis court.

 

It's good to see that there is still marketing at work in the telecom space.