Rivard: Renault – new driving force behind Félix Auger-Aliassime 

That was certainly the Renault brand you seen on Félix Auger-Aliassime’s beforehand clean proper sleeve. 

The badge of the French vehicle producer out of the blue appeared on his shirt on the Australian Open, simply as his fellow Adidas athletes have been suiting up of their Melbourne assortment attire for the season’s first Slam. 

Renault isn’t new to the sponsorship recreation and there wasn’t a variety of information on-line final week about Félix signing with the conglomerate, so one can solely infer a) each events wished to maintain it quiet (which appears a bit stunning within the advertising and marketing world) or b) they wished to see how lengthy it might take for individuals to note.

I’d have leaned in the direction of possibility b, since Renault was simply as discreet when it quietly launched its new brand in 2021, however it turns on the market was an possibility c, which I’ll clarify later. 

I didn’t catch sight of the distinctive diamond till the primary jiffy of Auger-Aliassime’s third-round win over Francisco Cerundolo.  

To fulfill my curiosity, I contacted sports activities advertising and marketing advisor Ray Lalonde, former marketer at NBA Europe and the Montréal Canadiens. 

“Together with golf and Components 1, tennis is a sport during which athletes journey the world and are within the media week after week. That’s not the case for individuals who play considered one of North America’s 5 skilled staff sports activities. So, it’s a world alternative for companies to achieve publicity and shine,” he mentioned.  

Félix is much from a strolling billboard. He signed with Adidas for footwear and attire and Babolat for racquets. He tells time on a Tag Heuer and inked a cope with Aptitude, an Alberta-based airline, after his run on the 2021 US Open (so did Leylah Fernandez).  

In September 2021, the A3S brand of the comparatively unknown A3 Surfaces antimicrobial anodized aluminum therapy maker popped up on his left sleeve.  

Primarily based in Chicoutimi, Québec, with operations in Canada and overseas, A3 Surfaces has developed an modern course of to scale back the usage of medication and, by extension, disinfectants, notably in hospital settings.  

Whereas it could represent an uncommon selection for a tennis participant, signing with A3 Surfaces made sense to Félix: it’s a enterprise in his dwelling province working to cease the unfold of illness. And that’s actually to his credit score.  

However again to his latest partnership.  

Renault is constructed on 125 years of name identification. Lately, the group has typically ranked third behind Toyota and Volkswagen in passenger automotive gross sales. 

So Félix’s new deal isn’t a trivial one. Solely the small print and the announcement have been lacking.  

Renault’s official assertion got here on January 23, two days after Auger-Aliassime’s AO loss. However contemplating his well-known humility and discretion, we could not get a lot when it comes to particulars.   

As Lalonde identified, the contract might not be set in stone, however as a result of the AO is a main platform, the automaker could have seen the Slam as a superb alternative to check the waters.   

“There’s nothing stunning about the best way issues occurred,” Lalonde mentioned. “They put the brand on his sleeve to guage the impact and possibly wait and see what the reactions can be. Then, when he was eradicated, they made an official announcement. I’m guessing that, in an ideal world, Félix will cease by Renault’s French headquarters to satisfy with staff, take footage and a make a worldwide announcement.”   

Lalonde additionally famous that the technique is identical because the one utilized by the participant’s camp and A3S. Félix made the announcement at A3 Surfaces’ headquarters and met with employees. 

Auger-Aliassime has discovered one other partnership during which the purpose is to assist others. He joins Dutch wheelchair tennis champion Diede de Groot and French hopeful Luca Van Assche as a part of a trio of spokespersons for the Give Me 5 program—Renault’s CSR initiative for younger individuals and precedence neighborhoods. The model now goals to develop Give Me 5 internationally in collaboration with its ambassadors.  

De Groot is the World No.1 in singles and in doubles. She is the reigning champion at Roland-Garros and has 31 Grand Slam crowns in her trophy case: 16 singles and 15 doubles titles gained since 2017.  

As for 18-year-old Luca Van Assche, he gained the 2021 French Open junior title with out dropping a set. He’s at present the youngest participant within the High 150 and gained his first ATP Challenger in Portugal in December 2022. 

“I’m proud to be related to Renault, as we share the identical ambition and values. The Give Me 5 initiative focuses on selling tennis in precedence neighbourhoods, so it’s a trigger notably near my coronary heart. We’re going to work on increasing it collectively,” mentioned Félix in a press launch. 

So far as how a lot Félix stands to gather, Lalonde relied on his information and expertise to invest. “What Renault is saying is ‘Félix Auger-Aliassime is among the new faces of tennis. It makes us look youthful. It makes us imagine our automobiles and our model can be perceived as youthful and extra dynamic as a result of we now have Félix with us’. Whether or not they pay him in cash, automobiles, advantages or no matter else, an organization of this magnitude pays a participant with worldwide visibility over one million {dollars} to be on his sleeve. Little question about it.”   

Is that simply as a lot or much more than his essential sponsor? Lalonde doesn’t assume so.  

How a lot does the cope with Adidas brings in for Félix contemplating his present standing? “In all probability between 5 and ten million {dollars} a yr,” he estimated.  

The automobile producer will probably get the return it’s banking on. In Melbourne, Félix performed 4 lengthy matches over seven days. Kind Auger-Aliassime and AO 2023 in your browser and also you’ll see that 8 of the primary 14 images of Félix are of him in his AO shirt full with the Renault brand.  

The strategy might not be a scientific one, however it does imply one thing.  

Félix Auger-Aliassime is the face of Canadian tennis and one of many many faces of the post-Large 3 period. He’s already positioned himself as a gentleman and has by no means been embroiled in any kind of controversy or adverse scenario. And that’s precisely the kind of particular person sponsors need to work with. His latest charity work in Togo (which I wrote about on December 7) solely provides to his exemplary place.  

And so does Renault’s Give Me 5 social program.  

“What Renault noticed is a younger athlete with a uncommon calm and serenity—traits firms like Renault, like Adidas and like Tag Heuer actually love,” Lalonde defined. “They assume ‘Wow! We’re proud to be with Félix Auger-Aliassime. He’ll be such an envoy for the game for a few years to return.’”  

Precisely the qualities manufacturers noticed for many years in one other tennis participant with whom Félix occurs to share a birthday.

Indestructible Andy Murray  

Andy Murray by no means ceases to amaze us along with his resilience and iron will. 

There’s no stopping this tennis machine.  

After an excellent profession and three Grand Slam titles, his damaged physique had logically urged he retire. So, three and a half years in the past, he mentioned goodbye and underwent his second main surgical procedure in a yr. He re-emerged with a brand new titanium hip and would lastly be capable to take pleasure in a warrior’s relaxation.  

Six months later, as soon as the ache had dissipated, Andy’s ardour urged him again into the sport. Regardless of his first- and second-round losses at tournaments he’d as soon as gained, he stored at it. 

The latest chapter within the saga got here in Melbourne final week. As soon as once more, we have been all flabbergasted by his willpower and defiance.  

On January 17, he battled for practically 5 hours to carry off Matteo Berrettini (13) (6-3, 6-3, 4-6, 6-7 (7), 7-6 (6)). And as if that wasn’t sufficient, he did it once more on January 19 towards hometown hero Thanasi Kokkinakis on the end result of a virtually six-hour brawl. Down two units to zero and 2-5 within the third, he pulled off a surprising 4-6, 6-7 (4) 7-6 (5), 6-3, 7-5 triumph. 

He’d additionally simply gained the longest match of his career. 

Unreal. 

As anticipated, two marathon matches in a 60-hour span took their toll on the 35-year-old former No.1, and his four-set loss to Roberto Bautista Agut within the third spherical wasn’t an enormous shock. 

Itemizing the rallies during which Sir Andy clocked a bunch of miles to achieve typically out-of-reach photographs after which return them with out flinching is close to unattainable. Nonetheless, tennis author Gaspar Ribeiro Lança managed to aptly sum up Andy Murray’s complete profession in a single level.