Service News 29.04.2026 | From sponsorship to brand experience: Duravit at the Porsche Tennis Grand Prix
29.04.2026 | From sponsorship to brand experience: Duravit at the Porsche Tennis Grand Prix
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Center stage: Once each day, a free-standing bathtub from the Collection One Design range by Studio F. A. Porsche was showcased on Center Court. The bathtub contained tennis balls which were thrown into the crowd, offering chances of attractive prizes and putting the brand in the spotlight. (Image source: Philipp Reinhard)
• Interlinking of physical experience, digital propagation and brand communication
• Specific targeting of business partners and end customers via differentiated measures
A top-flight line-up and more than 34,000 spectators at the event: The Porsche Tennis Grand Prix once again underscored its importance as an international stage for elite sport – and as a platform for integrated brand communication which reaches both end customers and business partners.
"Our aim is to raise awareness of the brand and to create an integrated global brand experience," says Lüder Fromm, CMO at Duravit. "In this context, the design and excellence which are at the core of our brand can be brought to life in a natural way, reaching both end customers and business partners."
An all-embracing brand experience
The central theme for the purposes of brand activation was the combination of design and excellence – a defining feature of both the product and the sports competition. The focus was on an all-pervasive brand experience which continued beyond the event itself. For selected customers and partners, Duravit developed a VIP program extending over several days which was aimed specifically at B2B target groups – from hospitality at the arena through to the post-tournament events at the company's headquarters in Hornberg.
The journey to the event in vehicles provided by Porsche followed by an interactive factory tour combined the emotional dynamism of elite sport with the precision craftsmanship of ceramics manufacturing. In this way, brand values were brought to life in direct communication with business partners.
Brand activation & campaign: Thinking beyond match day
In parallel with these measures, Duravit addressed end customers through integrated brand communication on various aspects of the tournament. A key focus was on the launch of the campaign with brand ambassador and tennis star Marta Kostyuk, who was embedded in the event.
Activation was further promoted via attention-getting formats at the event: The Winner's Ball was promoted to the spectators daily and combined with direct winning mechanisms. A mirror installation in the players' area served as a content hub for social media posts and provided for organic coverage via the athletes themselves. Across all initiatives, a direct link was established between the brand's visibility and the product range of the designer bathroom supplier.
Alongside these measures, Duravit collaborated with influencers from the sphere of tennis, who further propagated presentation of the brand via digital media and tapped into additional target groups.
This resulted in a coordinated combination of B2B-oriented brand experiences and B2C-driven brand communication, with the aim of reaching both target groups through different but interlinked measures.
