Tennis Canada and Miele Ltd. Agree to Major Partnership

January 28, 2008

Five-year deal with home appliance company spans across all levels of tennis

Tennis Canada announced Monday that Miele Ltd. has agreed to a five-year deal to become the Official Team Sponsor of the Canadian Davis Cup and Fed Cup squads, the Official Home Appliance and Gold Sponsor at the Rogers Cup in Toronto, and Official Title Sponsor of a newly created National Tennis League Challenge. As per company policy, terms of the deal were not disclosed.

“Miele is a globally recognized brand and is a perfect match with Tennis Canada and Rogers Cup,” said Greg Wood, vice-president, corporate partnerships, Tennis Canada. “We welcome a strengthened involvement from Miele as an active partner at professional and grassroots levels of our sport. This collaboration will have a lasting impact on tennis throughout our country.”

The tennis world will get to see the increased impact of Miele on Canadian tennis from February 8-10, 2008, when the newly sponsored Miele Canadian Davis Cup Team hosts Mexico in the Davis Cup by BNP Paribas Americas Zone Group I competition at the Corral in Calgary. The event will be Web cast live on tenniscanada.com.

Since 2004, fans have appreciated The Miele Move of the Match at the Rogers Cup in Toronto. Immediately following the first changeover of the centre court match during each session, Tennis Canada randomly selects four fans from the upper stands who are escorted to Miele Premium Platinum Seats.

“Miele Ltd. has enjoyed its association with Tennis Canada and is proud to raise its level of commitment for the next five years,” said Jan Heck, president, Miele Ltd. “Partnerships to create stimulating programs in the arts, cultural communities and sport is an important part of the Miele social pledge.”

In addition to its activations in professional tennis, Miele will also play a major role in the development of a National League Challenge. The first phase includes hosting Toronto’s top league championships during the final weekend of Rogers Cup with special activities, a live Web cast and prizes scheduled for participants. The premier Toronto leagues include the Intercounty Tennis Association, the Toronto Men’s League and the Toronto Ladies League. The concept will be rolled out nationally in subsequent years, displaying the commitment Miele has shown to providing quality tennis programming across the country. This dedication makes Miele a major contributor to grassroots tennis.

“The National League Challenge will allow tennis enthusiasts to compete alongside the world’s best during the festive atmosphere of the Rogers Cup,” said Hatem McDadi, vice-president, tennis development, Tennis Canada. “Miele is taking a leadership role to support, grow and promote tennis at all levels. This endeavour is so exciting for all of us involved.”

Previously, Miele was a silver level corporate partner at Rogers Cup and supported events such as the Ladies Day Reception. With an increased sponsorship package and gold level status, additional activations will be created.