The importance of good attendance at tennis grand slams has grown ever more significant since the Covid-19 pandemic, which saw every major event experience a plummet in fan attendance. However, a record-breaking 630,000 people attended the 2023 French Open, with the players admitting to incredible atmospheres this year. Against this backdrop, the event generated $98.98 million in sponsorship revenue, according to GlobalData, a leading data and analytics company.

GlobalData’s latest report, “French Open 2023 – Post Event Analysis” reveals that in 2023, the French Open’s enormous sponsorship revenue is topped by the event’s deal with BNP Paribas, worth $18.25 million annually. In return, the French bank has committed to enhancing the fan experience at the event and promoting the game of tennis, having been a partner for 50 years.

Joe Pacinella, Sport Analyst at GlobalData, comments: “High attendance figures are important when determining the success of an event, as they allow event organisers to gauge how well an event is performing from a fan satisfaction point of view and will allow an event to attract more sponsors who are willing to pay a premium for good levels of exposure.”

This year’s record-breaking attendance at the French Open could be a result of the unlimited alcohol allowance, which is new to this year’s edition and is said to have been the reason why atmospheres were louder and more electric. Tickets this year were sold out for the qualifying rounds, with fans spending time in both the aisles and the stands.

Pacinella continues: “The 2023 French Open’s excellent attendance and global coverage allow the brands partnering with it to take advantage of the fan exposure that comes with such a high value sponsorship deal. 19 of the French Open’s 21 sponsors are worth over $2 million annually, highlighting the high price for brands to partner with the competition that only lasts two weeks and demonstrating how worthwhile the exposure is.”

Engie, an energy-providing brand, has partnered with the French Open since 2014 and has been instrumental in helping the event reach its sustainability goals by reducing its carbon footprint and providing energy management support and advice.

Pacinella adds: “The French Open’s deal with Emirates offers a huge source of revenue for the competition, accounting for 10.1% of annual sponsorship revenue. Emirates has partnered with the competition since 2013, holding the status of a premium partner for the French Open and serving as the official airline in a deal worth $10 million annually.”

Renault, the French car manufacturer, agreed on a deal to sponsor the French Open and serve as a premium partner, which saw Renault’s logo visible on the nets during play. The car brand also promoted the use of hybrid and electric vehicles at this event, further emphasising the suitability of this partnership in relation to the French Open’s sustainability goals.

Pacinella concludes: “Despite the huge turnout at the event, many empty seats were pictured during live broadcasts which indicates that there is still room for improvement and better fan engagement strategies and sponsorship activations could allow the French Open to break their attendance record again next year.”