Woolworths has partnered with Tennis Australia to sponsor the ball kids at a number of Australian Tennis events, including the 2015 Australian Open.
While some brands choose to focus on branding opportunities with athletes or billboards, Woolies has taken a different approach. Under the partnership Woolworths will work with Tennis Australia in sponsoring ball kids at events including the Pro Tour, the Australian Open Series and the ball kid training program.
It will also look to enhance the ball kid program to grow the profile of the work the kids do, widen the reach of the program throughout Australia and boost registration numbers.
Woolworths supermarkets chief marketing officer Tony Phillips said the partnership will see the retailer help to support a healthy lifestyle
“Were delighted to be involved with some fantastic Aussie kids at one of the world's greatest sporting events,” Phillips said.
“The Australian Open ball kids showcase some talented young Australians who've worked hard to get on the team which is recognised as the best in the world.
In addition, Woolworths will be fuelling the ball kids, providing uniforms and giving them a thank you gift and a party at the event of the events.
“Australia is recognised as a world leader in the way we train and manage our ball kids,” Tennis Australia CEO Craig Tiley said.
“The Australian Open is an international showcase of the commitment shown by this terrific group of kids and their dedicated supervisors and training team, and we get lots of comments from the players on how fantastic they are.”
“Our ball kids are also great examples of how to lead a healthy lifestyle.”
More than 380 ballkids from around Australia and overseas are selected to participate in the Australia Open and undergo months of training and selection prior the lead-up events in November and December.
Woolies is not the only brand focussing on kids at the Australian Open, with Medibank launching a campaign which will see kids re-enacting moments from the matches which will be shared in real time.
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