2021 Davis Cup Finals Russian Winning Team

Rakuten scores with fan interaction at Davis Cup

Rakuten launched an innovative way for fans to creatively cheer for their teams and players throughout the 2021 Davis Cup finals.

Rakuten, the Global Presenting Partner and Global Innovation and Entertainment Partner of the Davis Cup by Rakuten, invited fans from the 18 finalist countries to submit messages of support for their team via an online portal.

The Davis Cup was eventually won by the Russian Tennis Federation and featured 18 teams in total. In addition to Russia the competing teams were Australia, Austria, Colombia, Croatia, Czech Republic, Ecuador, Germany, Hungary, Italy, Kazakhstan, Sweden, USA, Spain, Canada, Great Britain, France and Serbia.

The messages from fans were printed onto individual tennis balls and canvas, which were then used to create 19 unique art installations: one for each Finalist team, and one grand installation that paid tribute to tennis fans across the world for their unwavering support of the sport, especially during these challenging times. 18 installations were placed on prominent display at the three finals sites โ€“ the Madrid Arena in Madrid; Olympiahalle in Innsbruck and Pala Alpitour in Turin โ€“ and one grand installation that paid tribute to fans was additionally displayed in Madrid.

The installations measured 5m x 2.5m (for each team installation) and 10m x 2.5m (for the fan tribute). Rakuten believes that these installations are a testimony to fansโ€™ respect for their countries and passion for the sport reminding fans that their support ultimately powers the game.

According to Davis Cup Tournament Director, Fernando Verdasco, โ€œThis innovative, grass roots fan activation is exactly the sort of initiative we embrace. Bringing tennis fans from around the world together and actively celebrating and highlighting their support is the goal. We are delighted to incorporate the technology and creativity of our major partner Rakuten to facilitate a holistic enhancement of the fan experience of the tournament, both physically at the venues; and virtually.โ€

Director of Global Marketing and Sports Partnership at Rakuten, Rahul Kadavakolu, added, “The Davis Cup has a rich history and championship culture that brings together iconic legends, contemporary heroes and future stars of the game. It has evolved this year to go to three exciting cities in Europe with Rakuten leveraging its core services and seamlessly integrating them into the fan-engagement journey to make the Davis Cup experience more special for fans. For example, while Rakuten Pay enables quick and convenient purchases of souvenirs and concessions at the stadiums, users also gain valuable Rakuten Points to spend in Rakuten marketplaces. A dedicated community channel on the free call and messaging service Rakuten Viber allows fans across the globe to stay connected with the tournament.โ€

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Tim Farthing, Tennishead Editorial Director & Owner, has been a huge tennis fan his whole life. He's a tennis journalist and entrepreneur as well as playing tennis to a national standard. He also helps manage his local club and volunteers for his local tennis organisation. He's a specialist in content about the administration of professional tennis and tennis coaching for all levels.