Panasonic Australia To Reduce Sponsorship Of Aussie Tennis

Written by: Staff on 19th December 2012

Panasonic Australia To Reduce Sponsorship Of Aussie Tennis

epa03060141 Shadow of Andy Murray of Great Britain in action during a practice session ahead of the Australian Open Grand Slam tennis tournament in Melbourne, Australia, 15 January 2012. The Australian Open, the first Grand Slam tennis tournament of the year, will begin on 16 January. EPA/HOW HWEE YOUNG |

Panasonic Australia has decided to stop its sponsorship arrangement with Tennis Australia in order to re-evaluate its marketing strategy.

“We were given the opportunity to renew, but we are taking some time to re-evaluate the business,” Daniel Preiss, sponsorship manager at Panasonic Australia, told Current.com.au.

“We’re looking to bring a new range of products to the market at the moment, and while we’re doing that we’re looking to reset our strategy from the sponsorship side of things. It’s just a bit of a holding strategy for us, to take some time out to look what’s in the market.”

Preiss did say that the three-year partnership was successful. “The partnership was nationally focused, and allowed us to leverage across all our states and territories where our products are being sold. It had a summer focus, so it allowed us to be active during a key buying time as well.

“From our side it was a partnership that brought benefit both ways. I think it’s just the natural cycle of partnerships that they last for a certain amount of time, and then business conditions change or new product line-ups come up and obviously organizations take time to look back and see where the consumer set is and re-evaluate their business from that.”

Panasonic Australia will continue to sponsor the ANZ Stadium in Sydney Olympic Park and also global partnership with the Olympic Games, but no other current plans for new sports-related sponsorship activity.

Panasonic will launch new household products next year.

©Daily Tennis News Wire

Topics: Australian Tennis, Australian tennis news, Daniel Preiss, Panasonic Australia, Sports, Tennis