Best of January 2012:

The Australian Open: 2 fantastic weeks of tennis.

Esther Vergeer‘s winning streak continues: she notched her 444th consecutive win, defeating Aniek Van Koot 6-0, 6-0 to capture the Women’s Wheelchair singles title.

Victoria Azarenka claims her first Grand Slam title and becomes the new WTA number 1.

Novak Djokovic has now won 4 or the last 5 Grand Slams.

Andy Murray hires tennis legend Ivan Lendl as his new coach, wins his first title of the year in Brisbane, and reaches the Australian Open semifinals. And there’s even more: he seemed to have fun on court!

Bernard Tomic: winner in Kooyong, semifinalist in Brisbane, he reached the fourth round of the Australian Open. He’s perhaps the real after all…

Lleyton Hewitt‘s incredible run, and Nadal’s nice words about the Australian veteran.

I always liked him, his spirit of competition. Today he is an example to follow for a lot people. He deserves all the respect of the people who love this sport and respect and admiration of everyone

January tournament winners: Kaia Kanepi (Brisbane), Andy Murray (Brisbane), Jo-Wilfried Tsonga (Doha), Milos Raonic (Chennai), Zheng Jie (Auckland), David Ferrer (Auckland), Victoria Azarenka (Sydney), Jarkko Nieminen (Sydney), Mona Barthel (Hobart)

2 blogs to follow: The Grand Slam Gal and I have a tennis addiction

Worst of January 2012:

Margaret Court‘s well-known homophobia has reached new heights. Read more about it here: A disappointing irony behind Court’s comments. I mean, they really should rename the Margaret Court Arena into Evonne Goolagong Arena, it would sound so much better, no?

Caroline Wozniacki. No need to add more. At least, she’s not the number one anymore, a really good news for the WTA.

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If you visit the official Australian Open 2012 website, you will soon realise that a concerted effort is being made to engage tennis fans via digital channels. Its social media hub – ‘Fan Centre’ even provides a ‘social leaderboard’, highlighting which players are being ‘liked’ ‘Tweeted’ about the most throughout the event. Official sponsors have recognized the opportunities presented to them through digital channels – none more so than automotive sponsor Kia.

Kia celebrates its tenth year as the major sponsor of the Australian Open, having aligned its brand with the event event back in 2002. In that time, it has provided transport to the players, officials, VIP’s and the media to and from Melbourne Park, whilst gaining exposure by featuring prominently on perimeter advertising around the courts throughout the two-week event.

Its activation around the 2012 Australian Open has featured ambassador Rafael Nadal (signed in 2006) in its global brand campaign ‘I Like It’, driving consumers online to its various, market specific Facebook pages where visitors can engage further with the brand. Its Kia Australia Facebook page contains the ‘Tennis Ball Hunt’ tab and invites fans to play an online game or download the official app, encouraging both iPhone and Android phone owners to capture tennis ball logos featured on KIA TV ads, car dealerships and outdoor posters to stand a chance of winning daily prizes, and the ultimate prize of a Kia Ria Si car.

Again via Facebook, the brand has asked the question ‘what does Nadal like?’ and featured a trailer video outlining how fans could submit their guesses in order to win tickets to the 2012 Australian Open. The competition provides a clear example of the way by which Kia is relating its wider brand communications to sport – with Nadal a key figurehead in its tennis-specific activity.

Further digital activity includes its ‘Open Drive’ video series which has has shown players providing their answers to a number of intrusive and light hearted questions whilst en-route to Melbourne Park via its YouTube channel. The campaign bares striking similarities to Peugeot’s activity around the French Open in 2011 (series of idents on Eurosport), and is clever way for official car sponsors of sporting events in general to humanize sports stars and provide genuine, engaging content to consumers both on and offline.

Additional digital activity from sponsors has seen official TV, camera and air conditioning sponsor Panasonic launch ‘Cool Moments’ via its Facebook page. The brand is using its sponsorship of the event to promote its CS/CU-E18MKR air conditioner, given the excessively hot conditions in Australia during the summer.
Official outfitter Lacoste has picked up from where it left off at December’s ATP World Tour Finals enabling fans of its Facebook page (reviewed in Insight Sports blog) to create their own virtual tennis ball, whilst racquet manufacturer Wilson is enabling fans to gain behind the scenes access to the lives of the players during this year’s first major event through video uploads to its YouTube channel.

It is clear that digital activity has been a key part of sponsors’ strategies at this year’s Australian Open – with platforms such as Facebook and YouTube being heavily utilized. It will be interesting to see whether a sponsor at one of the forthcoming Grand Slams this year turns to new social platforms – the likes of Instagram and Tumblr, for example provide creative and unique photographic opportunities to sponsors.

Enjoy the rest of the tournament!

By Andreas Plastiras

Ultimate durability, maximum support and superior flexibility come together in the Air Max Courtballistec, the shoe of choice for Rafael Nadal. Mesh combined with the innovative DragOn 2X means this is an ideal shoe for aggressive players looking for long-lasting increased durability. Lunar and Max Air cushioning systems deliver comfort that lasts through every match.

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Rafael Nadal keeps his cool in this ultra lightweight and breathable crew with his signature bull logo on the back hem and a vivid geometric sublimation print over the mesh shoulder panels. The focus on the perfect 360 degree fit resulted in removing the seam at the top of the armhole for better freedom of movement and adding bonded elastic taping to boldly reinforce seams at front and back. Mesh sleeves and side panels increase ventilation and reduce weight while Dri-FIT fabrics throughout help to draw sweat away from the skin.

Nike designers set out to build a better short for Rafael Nadal and they found inspiration at the beach. Achieve a board short-inspired look with these ultra lightweight and quick dry shorts made with a gusseted Velcro closure to eliminate extraneous weight and bulk and deliver a customized fit. The shorts combine Dri-FIT stretch woven polyester and mesh for cool, dry comfort.
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Day 8:

Upset of the day: Elena Makarova defeats Serena Williams
Seriously, who saw that coming? Makarova stunned 5-time Australian Open champion Serena Williams 6-2 6-3.

Match of the day: Novak Djokovic (1) vs Lleyton Hewitt

Day 8 results:
Elena Makarova def Serena Williams (12)
Maria Sharapova (4) def Sabine Lisicki (14) 3-6 6-2 6-3
Sara Errani def Jie Zheng 6-2 6-1
Petra Kvitova (2) def Ana Ivanovic (21) 6-2 7-6
Novak Djokovic (1) vs Lleyton Hewitt
David Ferrer (5) def Richard Gasquet (17) 6-4 6-4 6-1
Andy Murray (4) vs Mikhail Kukushkin
Kei Nishikori (24) def Jo-Wifried Tsonga (6) 2-6 6-2 6-1 3-6 6-3
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Day 7:

Match of the day: Kim Clijsters defeats Li Na
In a rematch of last year’s final, Kim Clijsters saved four match points before beating Li Na 4-6 7-6 6-4.

Stat of the day – 1: 50
The number of Jankovic‘s unforced errors in her 0-6 5-7 loss to Wozniacki. I feel really sorry for the spectators who had to endure this.

Stat of the day – 2: 31
Roger Federer is in the quarterfinals of a Grand Slam tournament for the 31st consecutive time. Last player to beat him before the QFs was Gustavo Kuerten at Roland Garros in 2004.

Day 7 results:
Caroline Wozniacki (1) def Jelena Jankovic (13) 6-0 7-5
Kim Clijsters (11) def Na Li (5) 4-6 7-6 6-4
Victoria Azarenka (3) def Iveta Benesova 6-2 6-2
Agnieszka Radwanska (8) def Julia Goerges (22) 6-1 6-1
Juan Martin Del Potro (11) def Philipp Kohlschreiber 6-4 6-2 6-1
Roger Federer (3) def Bernard Tomic 6-4 6-2 6-2
Tomas Berdych (7) vs Nicolas Almagro (10) 4-6 7-6(5) 7-6(3) 7-6(2)
Rafael Nadal (2) def Feliciano Lopez (18) 6-4 6-4 6-2
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Day 6:

Match of the day: Lleyton Hewitt defeats Milos Raonic
Love him or hate him, you’ve got to admit Hewitt always plays with the heart on his sleeve. And today he gave a big lesson of will and determination to big server Raonic.

Upset of the day: Mikhail Kukushkin defeats Gael Monfils
One day he beats Nadal and one day he loses to Kukushkin, ranked 92. Gael Monfils, King of inconsistency and missed opportunities.

The tournament really begins tomorrow with the fourth round matches:

Women’s singles:
Caroline Wozniacki (1) vs Jelena Jankovic (13)
Kim Clijsters (11) vs Na Li (5)
Victoria Azarenka (3) vs Iveta Benesova
Julia Goerges (22) vs Agnieszka Radwanska (8)
Ekaterina Makarova vs Serena Williams (12)
Sabine Lisicki (14) vs Maria Sharapova (4)
Sara Errani vs Jie Zheng
Ana Ivanovic (21) vs Petra Kvitova (2)

Men’s singles:
Novak Djokovic (1) vs Lleyton Hewitt
Richard Gasquet (17) vs David Ferrer (5)
Andy Murray (4) vs Mikhail Kukushkin
Kei Nishikori (24) vs Jo-Wifried Tsonga (6)
Philipp Kohlschreiber vs Juan Martin Del Potro (11)
Bernard Tomic vs Roger Federer (3)
Tomas Berdych (7) vs Nicolas Almagro (10)
Feliciano Lopez (18) vs Rafael Nadal (2)
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Day 5:

Match of the day: Bernard Tomic defeats Alexandr Dogolopolov 4-6 7-6(0) 7-6(6) 2-6 6-3
It was all about Tomic at Melbourne Park today… again. Next opponent for the 19 years old Aussie: his idol, Roger Federer.

Stat of the day: 0
It’s the first time since 1973 that no U.S. men have reached round of 16 at the Australian Open.

Video of the day: Bernard Tomic: realising the potential

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The 2012 edition will mark Lleyton Hewitt‘s 16th attempt to win his national title. Love him or hate him, he always tried his hardest whatever the draw or whether recovering from illness or injury.
Yet he has reached the final only once (in 2005) and otherwise never passed the fourth round.

In 2005, Hewitt looked like a man with a mission. He genuinely believed he could go all the way, and set about doing so with guts and determination. Among the opponents he swept aside were Rafael Nadal, David Nalbandian and Andy Roddick.

Marat Safin was just as convinced it was his year. The big Russian had saved a match point in beating Roger Federer in a marathon semifinal, and thought the gods were on his side. He won 1-6 6-3 6-4 6-4.

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