An article in today's NY Times describes a new ad campaign by the Women's Tennis Association (WTA) designed to "convert casual or intermittent tennis fans." The WTA is attempting to "get them more deeply engaged and follow the sport on a more regular basis and get an emotional connection."
Two points:
First, although women's tennis has enjoyed a financial windfall by taking big dollars to stage its championship event in rich locations like Dubai, and using that money to bankroll an ad campaign, the WTA is short-sighted in neglecting the birthplace of women's tennis -- the United States.
Years ago, they deserted the epicenter of sports -- New York’s Madison Square Garden -- for big dollars in other cities around the world. The result has been a downturn in the sport's popularity in the U.S., especially as Euro stars emerge to eclipse the "older" American players like the Williams sisters. The WTA may be rich in its coffers, but it's poor in terms of its popularity in the States.
Imagine how pro basketball would suffer in the U.S. if the Knicks (even in their current state) left New York to play in Qatar or Beijing. While the NBA is actively promoting its game overseas, it's been careful not to take its eye of its American fan base.
Second, a traditional TV ad campaign -- even a $15 million one -- will be hard-pressed to "deeply engage" consumers and an even more difficult time in creating an "emotional connection" with them. Build awareness? Yes. Connect on an emotional level and motivate consumers to watch or attend a match? Unlikely. -- BB
