(by Steve Hopkins, photo ITTF and Galaxy Entertainment)
On Friday, the ITTF announced a marketing contract with Galaxy Entertainment Group that includes the iconic Tom and Jerry animated franchise (from Warner Bros. Discovery). The new partnership begins on Monday as according to the ITTF in their press release Tom and Jerry will begin “Chasing the Table Tennis” starting with the opening round of the ITTF World Cup in Macao.
The theme (Chasing Table Tennis) aligns with what the whole world has seen watching Tom chase Jerry across their television screens using every household item as a tool in their slapstick battles. The ITTF’ and WTT venues have long used large video screens, and the use of cartoonish mascots and characters has become the norm at the Olympics and across all sports – often with a stuffed animal balanced by the winners on the podium along with flowers and their medal or trophy.
One goal is to add additional branding and messaging options and to add another layer of visual entertainment. At several points in the ITTF press release, they reference generational connections. There’s an interesting connection here between a classic cartoon brand that has been around since the 1940s which will be recognizable to older players and fans, and the appeal of a universally fun (and funny) brand that can bring smiles and enjoyment to the youngest of fans.
Major sports leagues have reached into this cobranding space for years. The NFL partnered with Toy Story and Monsters Inc, NBA collaborated with Marvel (and both Michael Jordan and Lebron James were in Space Jam movies with this same Warner Bros. group), and the NHL had a partnership using Bugs Bunny.
Its an iconic animated franchise, and I for one can’t wait to see them with paddles in hand. “Chasing the Table Tennis” kicks off March 30 at the Galaxy Arena in Macao, China. A big marketing launch on one of the biggest table tennis stages of the year.
Visit ButterflyOnline.com for the latest table tennis news and results.
