The Davis Cup by Rakuten: The World Cup of Tennis
Rakuten, the
Global Presenting Partner and Global Innovation and Entertainment Partner of the
Davis Cup by Rakuten, has launched an innovative way for fans to creatively
cheer for their teams and players throughout the tournament Finals from 25th
November - 5th December 2021. Rakuten’s
fan-engagement initiatives have a strong focus on optimism and empowerment and
continually provide sports fans with opportunities to stay connected with their
favourite teams. As the World Cup of Tennis, the
Davis Cup gives Rakuten the opportunity to engage with tennis fans across the
world.
Creatively cheer for your country with Rakuten
‘The Davis Cup Fan World Cup Presented by Rakuten’ invites fans from the 18 competing countries at
the Finals to submit messages of support for their team via an online portal –
https://rakutenfans.com – anytime between now and 5th December.
Click
here to access the press release.
The Davis Cup Finals
features 18 teams: Australia, Austria, Colombia, Croatia, Czech Republic,
Ecuador, Germany, Hungary, Italy, Kazakhstan, Sweden and USA (12 qualifying
countries); Spain, Canada, Great Britain and the Russian Tennis Federation (the
four semi-finalists from the previous year’s tournament); France and Serbia
(wild-card nations).
Presenting unique
tennis-themed art installations across Madrid, Innsbruck and Turin
The messages
from fans are being printed onto individual tennis balls and canvas, which will
be used to create 19 unique art installations: one for each Finalist
team, and one grand installation that pays tribute to tennis fans across the
world for their unwavering support of the sport, especially during these
challenging times.
The messages from fans breathe
life into these unique tennis-themed artwork installations, which feature
montages of thrilling on-court moments leading up to the Finals. While 18 installations will be on
prominent display at the three finals sites – the
Madrid Arena in Madrid; Olympiahalle in Innsbruck and Pala Alpitour in Turin – one
grand installation that pays tribute to fans will additionally be displayed in
Madrid.
Fans
will have the opportunity to continue sending messages of support, to be included
in the 19th installation, even during the final week of the tournament – both
through the website and also at the Rakuten Fan Zone in the Madrid Arena.
The
installations, measuring 5m x 2.5m (for each team installation) and 10m x 2.5m
(for the fan tribute), is on display from 25th November 2021. Rakuten believes that these installations
are a testimony to fans’ respect for their countries and passion for the sport,
and will be a meaningful part of the Davis Cup Finals, reminding fans that
their support ultimately powers the game. Rakuten’s innovative,
proactive support of the Davis Cup also extends to the introduction of the Rakuten Optimism Award for the Most Inspiring Team, which is
voted for exclusively on the dedicated Davis Cup Viber Community.
Quote from Davis Cup Tournament Director
According to
Davis Cup Tournament Director, Fernando Verdasco, “This innovative, grass roots
fan activation is exactly the sort of initiative we embrace. Bringing tennis
fans from around the world together and actively celebrating and highlighting
their support is the goal. We are delighted to be incorporating the technology
and creativity of our major partner Rakuten to facilitate a holistic
enhancement of the fan experience of the tournament, both physically at the
venues; and virtually.”
Quote
from Director of Global Marketing and Sports Partnership at Rakuten
Rahul
Kadavakolu, Director of Global Marketing and Sports Partnership at Rakuten
adds, "The Davis Cup has a rich history and championship culture that
brings together iconic legends, contemporary heroes and future stars of the
game. It has evolved this year to go to three exciting cities in Europe with
Rakuten leveraging its core services and seamlessly integrating them into the
fan-engagement journey to make the Davis Cup experience more special for fans. For
example, while Rakuten Pay enables quick and convenient purchases of
souvenirs and concessions at the
stadiums, users also gain valuable Rakuten Points to spend in Rakuten
marketplaces. A
dedicated community channel on the free call and messaging service Rakuten
Viber allows fans across the globe to stay connected with the
tournament. Fans can learn more about the world’s biggest international team competition
in tennis by watching the documentary - ‘
Break Point: A Davis Cup Story’ on Rakuten TV’s AVOD service.”
We
are proud to be associated with a legendary international tournament like the
Davis Cup that gives us the opportunity to engage with sports fans across the
world who ultimately are the driving force behind the sport. Our latest
innovative fan-based initiative displays messages
from fans across the world in support of their national teams through 19 unique art installations in
Madrid, Turin and Innsbruck. These tennis-themed
digital installations showcased prominently
in the stadiums will reinforce to fans that their voices of support are not
only a powerful boost for players but for the entire Davis Cup.”
CAMPAIGN
SPOTLIGHT:
Why
the Davis Cup by Rakuten might be one of the ultimate sponsorship opportunities
in sports
The Davis Cup,
which is popularly known as ‘The World Cup of Tennis,’ brings the best national
representatives in the sport against each other. As athletes from across the
world converge to battle it out for the ultimate prize, brands and sponsors who
align themselves with such large-scale global sporting events have the
opportunity to connect with a truly international audience. Since many of the participating countries are
Rakuten’s key markets, the Davis Cup partnership gives Rakuten the opportunity
to run global and local activations and share their brand story with a diverse
audience.
How
can brands and sponsors make international fans feel like a part of a big
tournament
The notion of
international tournaments is always one of excitement with everyone watching to
see which team will be crowned world champions. Winning as a team is a central
thought for Rakuten. It’s part of our DNA which is why Rakuten is proud to be
associated with the Davis Cup - the world's biggest international team
competition in tennis. As seen at recent championships held in Europe, the
format of hosting a tournament across multiple countries and regions allows for
a sense of unification, with people of many nationalities enjoying an
experience together. Communicating to a global audience and giving them
platforms to connect with their teams is paramount to maximising the reach of
the tournament and orchestrating the optimism and positive energy surrounding
it.
Quickfire Q&A with
Rakuten’s Rita Chia, project manager for the Davis Cup by Rakuten sponsorship:
What inspired Rakuten to produce these installations?
In
2019, when Rakuten first presented the Davis Cup, we were awestruck by the
passion with which tennis fans cheer for their countries! They came for the
matches dressed in national colors, carrying flags, playing musical instruments
– the works! The atmosphere created by fans was nothing short of electrifying
and their passion for the game really stood out. We could also see that this
fan support inspired the national teams and boosted their performances.
In
2021, when Rakuten first began planning for activations for the Davis Cup
sponsorship, we had to be mindful that, due to the unpredictable nature of the
COVID-19 situation, there could be restrictions for fans visiting the arena.
We wanted to find a way to allow fans from all over the world to support their
teams in the venue, even if they could not travel and support their teams in
person. Rakuten’s activations have a strong focus on optimism and empowerment,
so we wanted to create these installations as a way to show the fans and teams
that even if the fans could not be there in person physically, their voices
could still be heard at the actual venues. So, in short – it was the fans who
are the inspiration behind these installations. Fans all the way!
How
is the experience of working on a large global sporting event like the Davis
Cup?
So many words come to my mind – exciting, intense, eye-opening – but also at
the same time, a very humbling experience due to the sheer magnitude and
complexity of the behind-the-scenes operations, as well as an emotional one: witnessing
the triumphs and trials of the teams and the stories of the players.
Our
fans continually inspire us to find innovative ways to connect with them. Due
to logistical restrictions, the current installations will not be permanently
installed at fixed locations. However, we are excited about seeing them come to
life and showcasing many such fan-centric activations for future editions of
the Davis Cup by Rakuten.
Do you foresee these exhibits becoming permanent installations
in the future? How much will that rely on the community response to them?
About the Davis Cup by Rakuten
Founded
in 1900, Davis Cup by Rakuten has grown to become the largest annual world
championship in sport, with 142 nations entered in 2021. The 2021 Finals will
see the 2019 semi-finalists and two wild card nations joined by the 12 winning
teams from the 2020 Qualifiers. Madrid will be the host city for the group
stage, quarterfinals, semi-finals and final of this year edition, while
Innsbruck (Austria) and Turin (Italy) will be host cities for the group stage
and the quarter-finals.
About Rakuten Group, Inc.
Rakuten Group, Inc. (TSE: 4755) is a global leader in internet
services that empower individuals, communities, businesses and society. Founded
in Tokyo in 1997 as an online marketplace, Rakuten has expanded to offer
services in e-commerce, fintech, digital content and communications to
approximately 1.5 billion members around the world. It is dedicated to empowering
people and society through sports and is
recognized worldwide for its association with FC Barcelona, the Golden State
Warriors and the NBA, as well as for its ownership of the Japanese J.League
professional soccer team Vissel Kobe and professional baseball team Tohoku
Rakuten Golden Eagles. The company has also been the title sponsor of the ATP
Rakuten Japan Open Tennis Championships since 2009.