The world of sports is steadily evolving, striving to keep pace with the digital era and attract new generations of fans. The French Tennis Federation has taken a bold step by launching the Roland Garros eSeries 2024 by Renault – an innovative virtual tennis tournament that combines the traditions of this sport with the exciting world of esports. This captivating initiative brings together two seemingly different spheres, demonstrating the potential for synergy and opening new horizons for engaging with the audience.
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The Tournament and Its Format
The Roland Garros eSeries 2024 by Renault is conducted using the popular mobile game Tennis Clash and will capture the attention of fans on May 25 after a series of open qualifying tournaments. The top eight players will have the opportunity to compete in the final stage, which will take place on the legendary courts of Roland Garros – the home arena of the French Tennis Federation. At stake is an impressive prize pool of €5000, which will be a worthy reward for the winners.
What is particularly noteworthy is the participation of former professional tennis player Gilles Simon, who has received a wild card and will bring his rich experience from real courts to the virtual reality of Tennis Clash.
Brand Partnerships
As part of a strategic move, the French automotive giant Renault has partnered with the tournament as its presenting partner. This partnership demonstrates the brand’s desire to expand its presence in the entertainment and innovation sphere. Joining Renault, the globally renowned payment system Mastercard, has also become an official partner of the Roland Garros eSeries 2024.
Such collaboration ensures that the logos of these respected brands will occupy prominent positions during match broadcasts, enhancing the visibility and attractiveness of the tournament. For Renault, this is more than just sponsorship, noted Stefan Barbat, the company’s director of global marketing partnerships.
“We are very proud to become the title partner of the Roland Garros eSeries and support the development of this esports competition. Video games have become an integral pastime for people of all ages, and a popular brand like Renault naturally finds its place in this sphere,” emphasized Barbat.
Expanding Boundaries
While the esports industry continues its rapid development, events like this demonstrate the growing recognition and acceptance of this phenomenon in the mainstream. As the boundaries between the real and virtual worlds blur, such initiatives will play an important role in shaping new interaction between fans, players, and brands.
The Roland Garros eSeries 2024 is not just a tournament—it is a demonstration of the exciting possibilities that arise when traditional sports meet esports innovations. It offers a unique platform for brands to interact with a diverse and rapidly growing audience of gamers and esports enthusiasts.
Since its debut in 2018, the Roland Garros eSeries has played a key role in promoting tennis in the esports environment. Last year’s tournament attracted an impressive 400,000 players in the qualifying stage, indicating a growing interest in Tennis Clash – a game with a stable base of 5 million active users monthly.
The collaboration between tennis and esports is gaining momentum, opening up new opportunities for attracting fans and brands. Professional tennis player Daniil Medvedev recently joined the North American esports organization M80, highlighting the potential synergy between these two fields.
The Roland Garros eSeries 2024 raises the bar for interactivity by offering players exclusive in-game bonuses from Renault. The company has developed special racket strings in Renault 5’s signature colors, which will enhance the gaming performance of tournament participants. This innovative fusion of the physical and digital worlds demonstrates how brands can creatively engage audiences in the esports ecosystem.
