Lu’s loss at Wimbledon means lower TV audiences in China

Television audiences for the Wimbledon tennis tournament look set to take a tumble in China after one of Asia’s only contenders fell out of the competition to local favourite Andy Murray.

Brand desert: Roger Ferderer loses at Wimbledon today

Brand desert: sponsors are hard to spot as Roger Ferderer loses at Wimbledon today

Yen-Hsun Lu, who is ranked 75 in the world, lost in straight sets to the Brit in London today, a player he beat at the Beijing Olympics in 2008.

The Chinese Taipei star is one of the only remaining Asian players in the world’s top tennis tournament. Lu is one of two Asia players in the world top ten, the other being Japan’s Kei Nishikori.

Sony's experiential site at Wimbledon

Sony’s experiential site at Wimbledon

Sponsorship of the tournament was typically limited at Wimbledon, with brand activity as restricted as the tennis players’ mandatory all-white clothing.

Among the most conspicuous Asia sponsors was Japanese electronics giant Sony, which was encouraging visitors to experience its 4D TV sets in a booth camouflaged with the All England Club’s traditional lawn green outside centre court.

Also in attendance was HSBC, the official bank of Wimbledon, alongside long-time sponsors Rolex, IBM and Slazenger.

Other sponsors included Lavazza, Jacob’s Creek, Robinson’s, Evian, Hertz and Etinger.

Unofficial sponsors were allowed to hand out marketing collateral to queuing ticket seekers, but were not allowed within the venue itself.


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