Sportbusiness.com Q&A with Jolyon Armstrong, Media Director of the Stella Artois Championships
Back to list >
© Getty Imagesby Chris Britcher, Editor - Sportbusiness.com
1. The Stella tournament marks its 25th anniversary this year - does the power of the brand association still carry as much weight today, or does the length of the association dilute the connection in the public's mind?
Jolyon Armstrong: The power of the brand association still carries as much weight today as say 15 years ago. In fact, probably moreso. It is immense but because the fit is so accurate there is no dilution in the public's mind. In the last 25 years the Stella Artois brand has grown from a 40,000 barrel brand to a 3 Million barrel brand and the tournament has made and continues to make a significant contribution to that growth.
2. What is the length of deal Stella has to back the tournament?
Jolyon Armstrong: The current year 2003 and next are part of the existing contract and negotiations for a new deal are well under way.
3. How has the organisation and structure of the event altered since Stella itself took over the event itself, rather than through, say, Octagon?
Jolyon Armstrong: Not at all in fact. There is a hard core of about a dozen key personnel who have all been involved in the creation, staging and management of the event from day one and the very early years. Everyone is brilliant in their area and totally committed to making each Stella Artois event, better than the previous one and that is a fundemental ingredient of successful Event Management. For example, Ian Wight - the Tournament Director was one of the founders and he is the head of the new Stella Artois Championships office.
4. Frank Lowe remains on your board - how active is he still in the tournament and its commercial handling?
Jolyon Armstrong: Sir Frank Lowe is President of the Tournament Committee and still head of his advertising empire who look after Stella Artois worldwide. He takes an extremely active interest in the event and matters both on and off the grass. At this time of the year he's in almost daily communication with the Tournament Director but as you would expect, leaves most of the dealings to the team.
5. How crucial is the BBC deal (recently extended) to the tournament and to Stella in particular?
Jolyon Armstrong: 'Very' Crucial. The BBC were the founding host broadcasters when the Stella Artois started in 1979. They have been ever-present since and the new 5 year agreement is testamony of the value both parties place on each other. At a time when events are struggling for any airtime deals at all, we work very hard to always attract the best grass-court players and they are very pleased that we deliver a smashing event and seven days of high quality international mens' tennis, prior to their Wimbledon output.
6. How has international coverage of the event increased over the years? Both in terms of TV and media interest?
Jolyon Armstrong: TV, Media and public interest has 'mushroomed'. Tennis used to be a somewhat elitist sport but players such as McEnroe, Connors, Becker, Cash, Henman, Hewitt and of course Pete Sampras changed all that. Paradoxically, the modern players may be becoming more difficult for the media to 'get at' but they are far more accessible to the (or their) fans through the global tv feeds and most significantly, through the internet. The Stella Artois is broadcast live or 'as live' throughout Europe and our two semi-finals and final are seen in full in over 100 countries and our website www.stellatennis.com is one of the busiest on the ATP circuit.
7. Are there any concerns the big US stars may steer clear of the tournament this year as a result over security concerns given the war in Iraq?
Jolyon Armstrong: All the players from every country are playing at present and we have no reason to believe that situation will not continue.
8. What are the latest targets Stella, as a brand, hopes to achieve through the management of the tournament?
Jolyon Armstrong: The specific targets as always are clear, compelling and of course confidential! However the event must always reflect the premium nature of the brand and therefore we have to continue to provide all our audiences and stakeholders with an experience that is exciting, vital, enjoyable, personable, of the highest quality and one that delivers great value.
9. While Stella clearly dominates branding at the event, what other commercial opportunities for other brands exist at the tournament?
Jolyon Armstrong: Stella Artois is the longest sponsorship in ATP tennis and it is not a coincidence that we are a 'solus sponsor event'. That is not to mean that there are no other commercial partners. But they choose us with as much care as we choose them and of course they have to match the values of both the brand and the event. Therefore our water supplier is Ty Nant, our ice cream - Haagen Daz. Ellesse supply our footwear and clothing and Mercedes our transport. Possibly one of the biggest opportunities is through our superb corporate hospitality operation which, as so many people comment, is about the best there is to be found anywhere.