Case | HBS Case Collection | February 1999 (Revised August 2004)

I Lost My Volvo in New Haven: Tennis Event Sponsorship

by Stephen A. Greyser, Brian R. Harris and Mitchell Truwit


Focuses on event management and sponsorship from the perspective of the event owner (rather than that of the sponsorship company). Describes in depth the search by one of the tennis tournaments on the professional circuit for a principal sponsor. Detailed economics of tournament management are included, as well as information on the linkage between tournament sponsorship and television. Students must decide among several specific interested companies as the best sponsor for the tournament. The event owner must also consider how, if at all, his tournament can be differentiated from the many others on the calendar.

Keywords: Marketing Communications; Decision Choices and Conditions; Management; Product Positioning; Television Entertainment; Sports; Partners and Partnerships; Sports Industry;


Greyser, Stephen A., Brian R. Harris, and Mitchell Truwit. "I Lost My Volvo in New Haven: Tennis Event Sponsorship." Harvard Business School Case 599-037, February 1999. (Revised August 2004.)