The upcoming International Premier Tennis League (IPTL) has got a title sponsor in Coca-Cola.
The brand which is associated with large sporting events ranging from the Olympic Games, FIFA World Cup, NASCAR, NBA etc is now making a foray into tennis through the tennis league.
In its capacity as title sponsor, the cola company will undertake a series of initiatives to engage with tennis fans across the globe. These include a special promotion to select three lucky fans to be the ‘Coin Toss’ boys/girls for three matches.
It will be adopting IPTL’s special competition feature called the Happiness PowerPoint, which will allow each team to call for a Happiness PowerPoint once in each single-set match. Upon winning the point, a player trailing 15-0 will directly get to 15-30 by winning the ‘Happiness PowerPoint’ and lose a point upon losing the Happiness PowerPoint. In case the score is tied at the end of five single-set matches, a seven point men's singles shoot-out will be played and the result will count as a game point won.
Coca-Cola India vice president marketing and commercial Debabrata Mukherjee said, “Our purpose of associating with the IPTL is twofold. On one hand, it will allow millions of passionate tennis fans to enjoy their favorite sport and also witness some of the world’s most iconic tennis stars display their skills. On the other hand this initiative will serve as a perfect platform to launch a 'Culture of Tennis’ in India. The initiative will provide great impetus to the youngsters of today who will get inspired by some of the world’s most accomplished and inspirational tennis stars to take up the sport”.
IPTL founder Mahesh Bhupathi commented, “I welcome Coca-Cola to the IPTL family today. We're excited to present the Coca-Cola International Premier Tennis League to the growing base of tennis enthusiasts across the world and look forward to providing to them superior recognition and visibility among fans internationally.”
In its inaugural season, the multi-million dollar tennis league will feature top stars such as Roger Federer, Novak Djokovic, Andy Murray, Serena Williams, Maria Sharapova and others playing for four franchises in India, Singapore, Philippines and the UAE.