Why Sponsors Are Flocking to the HSBC Championships at Queen’s Club
The HSBC Championships at Queen’s Club has quickly become one of the most coveted and high-profile tennis events in the UK – and it’s not just the players and fans who are taking notice. Big-name sponsors are lining up to be part of the experience, and it’s easy to see why.
For three consecutive years, this event has been voted the best ATP 500-level tournament by the players themselves. That endorsement alone carries serious weight in the tennis world. But it’s not just about athletic excellence; the Queen’s Club tournament delivers a full-spectrum experience that resonates with audiences and brands alike.
Take this year’s tournament, for example. HSBC stepped in as title sponsor, and the event’s growing prestige is translating directly into commercial success. The Lawn Tennis Association (LTA), which oversees the tournament, is now forecasting a 40% boost in commercial revenues for 2025 — a figure that speaks volumes about the event’s marketability.
Also Read:- Real Madrid's 25-Year Club World Cup Streak Ends in Stunning Al-Hilal Draw
- Dangerous Storms and Flood Threat Loom Over the Prairies
What makes Queen’s Club so special? It captures the spirit of Wimbledon — with its British heritage, classic elegance, and high-quality production — while offering sponsors something Wimbledon can’t: exclusivity and accessibility. Sean Connell, editor of The Sponsor , nailed it when he said Queen’s is like “Wimbledon’s boutique cousin.” With its more intimate size and refined setting, brands like HSBC, Lexus, Infosys, and Barclays get direct access to a highly desirable, high-net-worth crowd, making it the perfect platform for client engagement and brand activation.
Another reason for the event’s rising popularity is its dual-gender format, introduced this year for the first time in five decades. The addition of a women’s tournament adds value for spectators and sponsors, extending exposure by a full week and widening audience appeal. The tournament also maintains sensible ticket pricing and offers free-to-air broadcasting, ensuring it stays inclusive and visible to the wider public.
High-caliber players like Carlos Alcaraz and homegrown stars such as Jack Draper and Emma Raducanu add to the allure. And with BBC coverage, naming honors like the Sir Andy Murray Court, and Jamie Murray stepping in as tournament director, the Queen’s Club has cleverly blended tradition with modern flair.
Even from a business perspective, Queen’s is a gem. It offers a compelling alternative to Wimbledon — prestigious but more cost-effective. Neil Hopkins from M&C Saatchi Sport & Entertainment summed it up perfectly: Queen’s may be smaller in scale, but its brand visibility and sponsor-friendly environment deliver major value.
In short, the HSBC Championships isn’t just a warm-up to Wimbledon anymore. It’s a powerhouse in its own right — a commercial ace, a fan favorite, and a showcase of elite tennis wrapped in classic British charm.
Read More:
0 Comments