There are times when circumstances and underlying factors have been responsible for the disappearance of several events that have been pivotal in ushering world class talent and have heralded the becoming of numerous champions. In spite of their incredible track record over the years the tremendous shift in the market and the economic dynamics has resulted in a dearth of sponsors that drive the tournament. Known around the world for more than its range of incredibly crafted watches, Rolex has always sought to aid those events that show a promise for the future and an unrelenting ambition to survive all odds.

Apart from its remarkable legacy that spans all over the length and breadth of this globe, Rolex has played an instrumental role in resurrecting several competitive events like the Grand-Am racing tournament in United States through its unwavering partnership. What most people don’t realize is that Rolex is not merely a watch brand but is an idea, an ambition and an inspiration that forms the wind that assists several world class events sail over churning waters. In Canada Rolex has always played a fantastically different role in all spheres from supporting cultural events to manufacturing a wholly Canadian Rolex watch till the early 60s. Forming an indelible part of Canadian development and elemental part of the progress in all aspects that involve the pursuit of excellence, Rolex comes to the aid of a number of events all around the lands of Canada.

Tennis Canada the composite authoritative body that organizes all tennis events and ensures that they grow in both size and scope has been continually creating world class tennis competitions for quite a few years. In August this year 25 top ranked women tennis players like the current world champion Serena Williams and Dinara Safina one of the most respected players in the circuit came to Toronto to participate in the tennis events put forward by Tennis Canada. However, the structural changes in the economic setup of the world automatically affected the sponsorship status of the event that earlier had no paucity of big brands supporting the tennis competitions. A lot of companies that had been collaborating with Tennis Canada had to pull out of sponsoring the events due to the retrenchments and the cut in advertising along with changes in the policy of the company. The impending shift in the corporate structure was just a matter a time and companies would have pulled out. Several principal partners did not renew the contract after 4 years or partnering Tennis Canada in the face of the turbulent economic storm.

When the competition seemed to facing quite a few problems and it looked like the revenue generated from the ticket sales would not have been enough to cover the costs of the event, Rolex known for coming to the rescue forged a partnership with Tennis Canada to bring forward the event and give it a new lease of life in the face of the storm that seems to be consuming most companies around. Rolex was never brought to life as a brand but as a momentum that would push the world to attain the impossible. This is merely the beginning of the partnership and considering the Rolex heritage this collaboration would stay for decades to come.

Tags: Canada, Dinara Safina, rolex, Serena Williams, Tennis Canada

This entry was posted on Sunday, August 30th, 2009 at 6:07 am and is filed under Rolex Culture, Rolex Events. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.