Local sponsorship in tennis: how a Cupra dealer built a working case in Ireland

A story of how a family-run car business from Athlone entered tennis through real involvement in a club rather than standard marketing.

When people think of sports sponsorship, they usually picture global partnerships – car manufacturers on Formula 1 cars, logos on stadiums or brands at Masters-level events. But beyond this world of big names there is a quieter, yet equally important layer: local partnerships between small and medium-sized businesses and sports clubs.

One example of this approach is Michael Moore Car Sales – a family company founded in 1972 and now a notable player in the Irish car market. Working with Mercedes-Benz, Audi, Škoda and Volkswagen, the dealer has built a strong portfolio of sports partnerships: golf with Mercedes-Benz, rugby with Audi, youth and women’s programmes with Škoda and Volkswagen.

Now tennis has joined that list – a new initiative linked to Cupra, the youngest and most experimental brand in the company’s portfolio. In 2023, Michael Moore Car Sales partnered with Athlone Tennis Club, with Cupra becoming the title sponsor of a tournament.

A partnership that grew from inside the tennis club

Located in the heart of Ireland, Athlone Tennis Club dates back to 1885, making it one of the oldest clubs in the country. After being revived in 1970, it gradually developed into a modern, well-equipped centre and an important part of the town’s sporting life.

For Michael Moore Car Sales, which has operated in Athlone since the early 1980s, this venue turned out to be closer than it first seemed: many of the dealership’s customers were already members of the club, and both organisations had long been part of the same local community.

This made tennis a natural place to begin shaping a story for Cupra – the youngest brand in the dealership’s portfolio and one looking for genuine involvement rather than standard visibility.

“We were looking for different ways to develop the brand. Cupra is new – we’re only in our second year – and we want not only to strengthen Michael Moore but to make the Cupra name well known,” says David Kavanagh, who oversees the brand at the dealership.

The idea for cooperation did not come from formal negotiations. It began with personal involvement: one of the dealership’s employees was an active club member and regularly played tennis there with his daughter. He showed the venue to colleagues, introduced them to key members of the club, and from these informal conversations a partnership idea emerged.

As the Cupra Brand Master explains, a natural discussion developed out of this everyday interaction:

“We talked about different ways we could work together and decided to become the title sponsor of the Michael Moores Cup, a three-week tournament. During those weeks we placed cars at the club, branded them properly and ran a competition to engage members.”

Personal presence beats advertising

For the Michael Moore Cupra team, the aim was not simply to appear on posters but to become part of the tournament atmosphere. The dealership approached sponsorship as participation, not just visibility.

“Yes, a logo on its own doesn’t do much. But a car parked right beside the court attracts attention. We emailed a QR code to all club members – they could scan it, leave their details and choose the Cupra model they were most interested in.”

Over the three weeks, the brand received not only reach but direct contact with potential customers. “At the end of the tournament, we selected five winners, and each got a weekend with the Cupra model they’d chosen. It worked very well,” recalls David.

A surprise benefit for the dealership was that several club members later purchased Cupra vehicles – not because of advertising, but after personal conversations with brand representatives.

“I visited the club several times, including on finals day, and met many participants – singles, doubles and mixed finalists. We talked a lot about the cars, showed the options. As a result, several members actually bought cars. That wasn’t our initial goal, but it was a very positive outcome.”

After the tournament, the dealership began thinking about how to keep the brand present in the daily life of the club. The solution was simple and visible.

“It was important for us not to limit the partnership to those three weeks. That’s why we’re sponsoring shirts for the junior members – they’re being designed now. When the kids wear them, the Michael Moore Cupra logo will be visible around the club for years.”

The company also plans to invite young players to the showroom to explore the cars and make the visit memorable.

What makes local partnerships work

A successful local sports partnership is built not only on strategy and budget, but on genuine interest and regular involvement. In the case of Michael Moore Cupra, sport has become a natural way for the company to connect with people in Athlone, rather than an external advertising platform. In smaller towns, where many people know each other personally, sponsorship quickly evolves from a marketing tool into a form of real presence in the community.

“We’re lucky that Michael Moore is a very strong company in the Athlone area. The people we sponsor are our customers or future customers. Sport is an important part of their lives, and sport and cars go well together. So choose something you genuinely like.

I personally enjoy tennis, so I was happy to come to the club and watch matches. When you truly like what you support, the relationship grows naturally and benefits both sides,” says David.

For Michael Moore Cupra, sports initiatives are a long-term investment. The company has supported different clubs for many years, showing that work in sport rarely brings instant results but strengthens reputation and builds a generation that remembers the brand as a partner, not an advertiser.

“We’ve been sponsoring the Buccaneers Rugby Team for 15 years now. Many strong players have come through that club and gone on to professional sport. That sponsorship works very well. If we can achieve the same level of cooperation with Athlone Tennis Club, that will be a huge success.”

The story with Athlone Tennis Club continues this approach. The club and the brand are at similar points – both growing, expanding their audiences and shaping their identity. For tennis, which thrives on club communities and family involvement, this model is especially natural: a brand stays beside people for years, not just during a short campaign.

“Tennis is a traditional sport, but it’s developing now. New facilities are being built in Athlone, including an indoor court, and the club will grow with the town, whose population is increasing. Cupra is also a young brand that’s gaining popularity quickly. I think the club and Cupra can support each other and build a better experience for people together.”

Local sponsorship works best in tennis when a brand becomes part of the club, not just an advertiser. Cupra has shown this – and that is why such partnerships last for years.

Cover photo: Cupra on display at Athlone Tennis Club as part of the Michael Moore Car Sales partnership. Credit: Michael Moore Car Sales