The Art and Business of Tennis: Is Your Head in the Game?

By Lori Francis, Director, Global Partnerships, Xerox Global Experiential Marketing

If you asked me four years ago what I thought about the game of tennis, I would have said, “not much.” I was a dancer growing up and had no time to watch people hitting a small ball over a net. I viewed dance as an art, as well as a sport, and couldn’t understand how the players and fans of tennis could be so passionate about something that seemed to have no artistic value and was basically the same thing match after match.

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But thanks to Xerox’s sponsorships with both the US Open and the Women’s Tennis Association, I can honestly say that I couldn’t have been more wrong. Tennis players are dancers of a sort. Their endurance, power, flexibility and ability to alter their game strategy based on who and where they are playing is some of the toughest choreography I have ever witnessed.

Two-on-two or one-on-one, the game of tennis is dependent on very few to win. You have to have your head in the match from start to finish. There is no one to back you up on the court. You are alone in anticipating the next move of your opponent and the win or loss solely resides with you. No wonder our customers are so passionate about tennis.

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So, why not tap into that passion and bring our customers as close as possible to the game they love so much. Through our partnerships, we can invite them to watch Grand Slam tennis and powerhouses such as Serena Williams or Roger Federer play at the renowned USTA Billie Jean King National Tennis Center, introduce them to legends like Mark Philippoussis and Chris Evert as part of a meet-and-greet, treat them to best-in-class hospitality at amazing destinations around the world, and more.

On behalf of Xerox, I thank the thousands of customers who have shared this experience with us at our U.S. Open and WTA venues over the years. Thank you for watching what I now think of as art as much as sport. On my own behalf, I thank you for sharing with me your knowledge and passion for the game of tennis.

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