Swedish Tennis Gets Financial Boost

Written by: Staff on 19th October 2012

Swedish Tennis Gets Financial Boost

epa03389096 Serena Williams of the US reacts as she plays Sara Errani of Italy during their semifinal round match on the twelfth day of the 2012 US Open Tennis Championship at the USTA National Tennis Center in Flushing Meadows, New York, USA, 07 September 2012. The US Open runs through Sunday 09 September 2012. EPA/JUSTIN LANE |

Swedish tennis has announced a huge coup, signing retail casual clothing giant H & M to a global sponsorship contract and also securing the services of Serena Williams at next summer’s WTA clay event in Bastad.

The bombshell announcement for a former tennis power which has failed on extremely hard times was made during this week’s Stockholm Open, the indoor ATP showcase event in the capital with a proud history stretching back decades.

The H & M contact covers all three ATP and WTA events held annually in the Scandinavian nation at Bastad and Stockholm. The contract runs for three years.

“We have good experience of our sponsor cooperation in horse riding, and now we are expanding to tennis,” said H & M official Petra Leijon. “Tennis is a global, a growing sport with high fashion where both men and women are big stars and good role models.

“We see many opportunities for H & M as we enter the world of tennis.”

The worldwide firm is the second mass retailer in recent months to raise its tennis profile after Japan’s Uniqlo signed Novak Djokovic to a contract as a brand ambassador.

The appearance of Williams will be a first for a player who has never competed in Sweden.

“I’ve never been to Sweden but I’ve heard it’s a lovely country with a lot of
tennis fans,” said Williams in a statement. “I can’t wait to come and enjoy it for myself.
I’m really looking forward to come to the courts where Borg, Edberg and Wilander grew up.”

The ATP tournament in Bastad begins on July 7 followed by the WTA event, shortly after the end of Wimbledon.

©Daily Tennis News Wire

Topics: Bastad tennis news, H&M tennis news, Serena Williams, Sports, Swedish tennis news