Necker Cup Case Study

The Necker Cup is a luxury tennis Pro-Am that was created in 2012 in a partnership between Virgin’s Sir Richard Branson and Premier Tennis for the sake of charity. Combining top ATP/WTA tennis athletes and icons with a Pro-Am backdrop on a private luxury island in the Caribbean. Throughout its history, it has had ATP/WTA top players such as Rafa Nadal, Novak Djokovic, Boris Becker, Bjorn Borg, Stefan Edberg, Martina Navratilova, Mike & Bob Bryan, Ana Ivanovic and more.

Inside the Necker Cup

Challenge

  • Create and execute a consolidated branded event
  • Respected the brands of over two dozen companies, celebrities and world-class athletes
  • Work with various companies, athletes and celebrities such as Rafa Nadal, Novak Djokovic, Chevy Chase and Sir Richard Branson.

Strategy

  • Jump created a PR and Marketing strategy for the event, leveraging the status and branding of Sir Richard Branson as the center focus
  • Necker Cup involves all aspects of marketing: Digital, Publication, Online, Social

Results

  • Execution of all marketing materials within the 6 months leading up to the event
  • Each year, Jump has been responsible for the majority of branding and marketing materials
  • Jump will be managing the marketing for the 2016 Necker Cup, marking its involvement for the 5th year in a row
  • Jump participation has expanded from not only the Necker Cup, but also Necker Open and other celebrity events and exhibitions

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