BNP Paribas and Sid Lee Commemorate 50 Years of Partnership with the French Open

Jun. 14, 2023

The story began in 1973, with a desire to support the ambitions of the FFT (French Federation of Tennis) to modernize the Roland-Garros Stadium where the French Open is held, ushering in a new era for the tournament. 50 years later BNP Paribas is celebrating a half century of loyalty and commitment to tennis, with the conviction that the sport has the ability to mobilize people beyond the courts and have a positive impact, particularly for new generations. To mark the occasion and celebrate one of the bank’s most historic partnerships, as well as a future committed to new initiatives to reach more audiences BNP Paribas asked the agency that supported the 40^th anniversary of the sponsorship 10 years ago, Sid Lee Paris to create a film commemorating the sponsorship.

The film unveils the story of a long-lasting partnership, shining light on BNP Paribas’ vision for youth, giving them the opportunity to experience tennis and achieve their dreams. Over the years and through the commitments of BNP Paribas, the sport has become a true collective adventure to make tennis more inclusive and accessible.

To pay tribute to these 50 years of loyalty, Sid Lee Paris produced a film featuring a wealth of archive footage, illustrating the durability of this commitment and the evolution of tennis since BNP Paribas began supporting it. While other brands look at tennis as an individual sport, focusing on individual performance and victory, BNP Paribas is devoted to inclusion.

The film highlights how, over the last 50 years, BNP Paribas has been behind players on the courts at the French Open and reveals how the bank has been an active player in the sport the world over, supporting athletes, from amateurs to professionals, as well as their projects off the courts to create change and unite people through the emotions of the sport.

Sid Lee also developed a series of key visuals for the press and OOH, along with a dedicated visual identity commemorating the partnership’s 50th anniversary that was displayed all over the facilities at Roland-Garros stadium, from the BNP Paribas event stand to VIP spaces, lounges, and more, as well as in bank branches nearby.

The anniversary was celebrated onsite at the tournament with a series of events, including a Solidarity Match organized by BNP Paribas, with each point played raising 100 euros for the Attrap' la Balle association, chaired by Jo-Wilfried Tsonga, which promotes the inclusion of young people through tennis. Going forward, the bank will also donate 1 euro for every point played in all matches at official tournaments in which it is a partner to raise money for over 50 projects aimed at making tennis an even more accessible and inclusive sport.