New Davis Cup goes virtual to increase sponsorship revenue

MADRID (AP) — The changes in the Davis Cup go beyond its revamped format.

In addition to a new playing formula that will bring nations together for a weeklong tournament in a single venue, the Davis Cup is also implementing a new sponsorship strategy that will make tennis' top team competition look different to television viewers — all depending on where they are watching it.

The group behind the new Davis Cup — led by Barcelona defender Gerard Pique — is planning to use virtual replacement advertising during broadcasts at the inaugural "World Cup" of tennis in Madrid from Nov. 18-24, meaning sponsors' logos and banners will be superimposed digitally on the courts. A viewer in the United States will see something different than one in Asia or one in Europe, or those watching matches in person at Madrid's "Magic Box" tennis complex.

The strategy adds flexibility to sponsors and will allow organizers to sell different sponsorship packages worldwide, widening revenue possibilities. Instead of having one presenting sponsor for the whole tournament, organizers can sign deals with multiple companies.

"One of the things that happens in terms of sponsorship is that it is pretty difficult to find one of those global brands that has interest all over the world," Kosmos Tennis CEO Javier Alonso told The Associated Press. "With the modern technologies that are available right now on the market ... we are targeting to have three or four different feeds and in each feed we will have a different sponsor with virtual replacement technology."

Even global companies could take advantage of the new model, as they can promote specific products in different markets. A car company could advertise one vehicle in Europe and another in Asia, and a beer company could promote one product in South America and another in Oceania.

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