Award: CAMPAIGN CATEGORIES \ C34. Best Sponsorship

Marriott Bonvoy’s sponsorship of the Rolex Shanghai Masters 2025 transcended traditional boundaries, establishing the brand as a true co-creator of tennis lifestyle. We strategically evolved from a two-week event sponsor to architecting a scalable, three-month nationwide tennis ecosystem.

Our campaign was built on three transformative pillars: from nurturing ‘Children’s Fun’ via our ‘Little Bonvoyers’ program with Li Na to fueling ‘Adult Passion’ through a first-ever member tennis league; from a Shanghai-centric event to a nationwide movement across 28 cities and nearly 60 hotels; and from a sports spectacle to a cultural conversation, driven by our UGC-powered ‘Seat of Dreams’ visual identity.

The results were exceptional: 224M topic views (2.5x KPI), 27K+ UGC entries (4.2x KPI), and a 125% surge in on-site engagement. This partnership set a new benchmark for how a brand can build a lasting ‘Tennis + Travel’ lifestyle platform, delivering profound business value and unparalleled member experiences.