By Mark Winters
For twenty-six years, the Gerry Weber Open was one of the foremost grass court tournaments in the world. It is played two weeks before The Championships, as Wimbledon is known, and it put Halle, Germany on the tennis map. It has epitomized a small town’s commitment to the game, and has, justifiably, earned the nickname “The People’s Tournament”. Because of the local attitude, almost everyone in region has sacrificed in order to make the ATP 500 a significant tennis championships.
That was then, and this is now…
On June 7, the Noventi Group, a company which provides a variety of health care services, stepped in to rescue Halle, as the GWO is known. Noventi, taking a page from its health care proforma, offered needed financial resuscitation.
Having covered Halle since its inception, I have a fondness for the tournament, (as does my wife, Cheryl Jones, who is a regular Ubitennis contributor). In 1993, when Gerry Weber, the millionaire clothing manufacturer turned tournament sponsor, and his partner Udo Hardieck decided to stage a grass court tournament in Germany as preparation for Wimbledon, it seemed to be a very risky move. As things turned out, it was a decision that defined why the duo, Weber and Hardieck, were such successful businessmen.
But they didn’t do it alone. They were assisted by the “must visit” travel poster-like location of the tournament. The quaint setting is lights-out different from the crushing congestion that exists at the Fever Tree Open (formerly Queen’s), which takes place in London at the same time. The serenity found in the Westfalen countryside is special. Its appeal has been added to by the number of “name players” who regularly performed at the event. Topping the list is Roger Federer. After winning Halle for the tenth time today, it would seem appropriate , in time, to name the championships in his honor. Federer’s dominance aside, the June week on grass in Germany has, justifiably, earned praised from players and tennis fans, alike.
The transition from the Gerry Weber Open to the Noventi Open made a number of impressions. Here are a few thoughts:
Perhaps, after spending twenty-six years, under the same title banner, the Noventi Open just didn’t seem to have the same “ring”…
Walking around the site, it was almost as if those working at tournament were “anxious”, waiting to see what would take place…
Though one could not “see it or taste it”, there seemed to be a different “feel”…
One thing was very perceivable – Prices – had risen. It didn’t matter if it was tickets, pretzels or charming “take one home” teddy bears, there was an increase. (As an example, pretzels, which used to be three for five Euros were three for six Euros, fifty. Parked, or so it seemed, for years, teddy bears jumped from ten Euros to twelve. While on the subject of parking, the cost of leaving one’s car in one of the tournament’s lot was also “bumped” up.)
But, it would probably be more accurate to say the increases were simply the result of doing business in 2019…
As a result of Phil Thorn’s craftmanship, the courts played very true. There was nary a bad bounce. Once again, he lived up to the title – “Keeper of the Lawns” (a position he has held since the beginning of the tournament)…
For some time, the Noventi Group had been looking for a business involvement that would provide a sensible way to expand its healthcare focus. When the company learned that the Gerry Weber Open was searching for a title sponsor, a new platform was found.
Michael Silvio Kusche, CMO Marketing at Noventi said, the company was really fascinated by the tournament, sometimes even speechless about the quality of the event. They had been looking for quite a while for a tennis event they could support. The background has two aspects: making the name Noventi known in Germany and coming next – promoting the App “callmyApo” where the public can order medicine and drugs online.
Studies have conclusively proven that those who play the game recreationally on a regular basis have longer lives. Becoming immersed in the “The Sport of a Lifetime” is a savvy move for Noventi.
From all indications, the new partnership was a success. This year, more spectators attended the tournament than ever before. More important, they were not on hand to see “only the names.” The Stadion, as well as Courts 1 and 2, were filled whenever a match took place. This was a first and a wonderful prelude for 2020.
True, this was the first year of the NO replacing the GWO, but “The Future Is Bright…”