In 2006, Tennis Channel was a nascent cable channel without broadcast rights to any major tournament or regular access to the sport’s biggest stars. They were challenged to land the deal that could transform a cable start-up into a category leader.
With a five-year goal to acquire broadcast rights for all 4 Grand Slams, starting with the French Open, the CEO and marketing director turned to JxTwo. We were tasked with a proof-of-concept presentation proving that the small channel could become a multiplatform success. Our idea? Showcase the future of the French Open with Tennis Channel, including creative sponsorship opportunities featuring brands like Acura, Lacoste, and Longines.
Tennis Channel inked a 10-year contract with the French Open, and, with our help, the rest of the Grand Slam tournaments (Wimbledon, US Open, Australian Open) followed. As the brand has grown its subscribers from 5 million to 50 million, the brand voice we established has stood the test time, remaining active on-air and continuing to evolve today.