Small Patch, Big Impact.
Why smart brands are sponsoring tennis coaches and players at Grand Slams
One thing stood out at this year’s Australian Open: patch sponsorships were everywhere. Not just on players, but on coaches and support staff too.
When it comes to brand visibility, few stages rival the global spotlight of a Grand Slam. Roland Garros, Wimbledon and the US Open aren’t just sporting events; they’re cultural moments seen by millions of fans worldwide.
And yet, while many brands assume tennis sponsorships demand six-figure budgets or full player deals, there’s a smarter, more flexible entry point: patch sponsorship.
what is patch sponsorship?
Patch sponsorship involves placing your logo on a player’s or coach’s sleeve, cap, or shirt - a small but strategic placement that delivers outsized exposure on some of the sport’s biggest show courts.
From press conferences to centre court showdowns, patches are visible across:
global television broadcasts (Roland Garros reaches over 3.5 million viewers)
live streams and online replays through broadcasters
Press photos across global media platforms
Social media posts from the player, coach, and tournament
Behind-the-scenes and practice session content
Ascend Sports Publicity Co-Founder Kasey Lee has helped dozens of brands connect with players and teams - facilitating around 20 patch sponsorships at this year’s Australian Open alone, including placements with several Top 10 players and coaching teams.
“Patch sponsorship is becoming increasingly common, especially among coaches and team staff such as physios,” she explains.
“It’s an affordable way for a brand or start-up to gain significant exposure, and it also helps players, coaches and teams pay costs. We see a lot of financial disparity in the tennis model, so brands that invest in patches are well looked after.
“What’s more, the visibility extends far beyond the court, from replays and streaming platforms to social media, press, and YouTube, meaning a brand remains in the spotlight long after the final point.
And, Lee explains, when you're sponsoring a coach - who is courtside every match, featured in team social media, and giving media interviews - you get even more coverage, for a fraction of the price.
why patch sponsorship works for brands
Affordability: Patch sponsorships start from as low as $3,000, making them ideal for startups, challenger brands, or boutique labels
Agility: No long-term contracts. Many brands use patch sponsorships to test the tennis market before scaling up
High Trust: Coaches in particular bring credibility. They’re seen as strategic minds and performance leaders, a brand’s dream ambassador
Massive Visibility: Matches are televised in over 220 countries. One centre court appearance equals global exposure
Low Competition: Most brands target players. Coaches are still an underutilized platform - perfect for standing out
Fan Engagement: High ROI suggests there is a very high fan engagement with tennis players, coaches and their teams, and brands.
how we help
At Ascend Sports Publicity, we manage patch sponsorships for ATP and WTA coaches and players across the globe. Whether you want to make your mark at Roland Garros, Wimbledon or the US hardcourt swing, we can help secure a smart, targeted deal that aligns with your brand.
We’ve worked with sponsors across Europe, UK, Australia, and the US - helping brands show up in the right moment, with the right message, to the right audience.
Currently, we are working with some of the world’s best coaches and players to secure patch sponsorship for Roland Garros (guaranteed show court exposure).
📩 Let’s talk patch sponsorships
Contact Kasey at Ascend Sports Publicity on kasey@ascendsportspr.com and take the
first step to aligning with some of the biggest names in professional tennis.
Photo caption: The team of professional ATP Tennis Player Corentin Moutet, standing on a show court at Roland Garros 2024.
