The Austrian microdrink company Waterdrop launched a short-form video on Instagram to announce that British No.1 tennis player Cameron Norrie has become the fourth tennis player, following Novak Djokovic, Danielle Collins, and Taylor Fritz, to partner with this sustainable hydration brand.
Waterdrop, the Austrian hydration brand, has been involved in tennis tournaments since Djokovic joined as an investor and ambassador, aiming to introduce innovative hydration concepts to the sport and eliminate plastic bottles from the tour. The Waterdrop campaign seeks to encourage people to quit unhealthy sugary drinks in plastic bottles for a better lifestyle while also reducing plastic consumption and committing to sustainability
Waterdrop has been selected as the Official Hydration Partner and Gold Partner of the ATP Tour since 2023. They will continue this solid collaboration in 2024 and enhance their promotional strategy by designing personalised water bottles for ATP tennis players, innovating on-court hydration benches for players, and installing hydration stations for fans at tennis tournaments worldwide, thereby gaining wider market exposure and coverage.
The signing of Norrie as a new Waterdrop athlete marks a significant milestone as Waterdrop’s marketing revolution continues. Prior to the 2023 US Open, Waterdrop constructed an exclusive tennis court at the heart of New York City, Times Square, inviting three tennis Waterdrop athletes—Djokovic, Fritz, and Collins—to showcase their tennis skills and interact with fans. Undoubtedly, this marketing strategy was successful, capturing the attention of tennis fans and accelerating the spread of the relatively new hydration brand across the United States.
Furthermore, Waterdrop continued to explore the tennis market by leveraging the influence of Djokovic. At the 2024 Australian Open, Waterdrop launched the limited edition AOx Waterdrop bottle, providing each player participating in the 2024 AO with this fashionable and memorable mental water bottle. Simultaneously, fans and audience members had the opportunity to purchase this designated bottle online, but only in limited quantities during the two-week duration of the 2024 AO. From fans to players, everyone sported the Waterdrop logo on their water bottles, showcasing the brand’s effective utilisation of social media to promote their products and expand their consumer base in Australia.
Hence, it’s not difficult to speculate that Europe might be the next target for Waterdrop, especially with the partnership with Cam Norrie. The brand’s presence in the United Kingdom is still developing, as it has not established a cooperative relationship with Wimbledon Championship yet. Additionally, Waterdrop may not be willing to overlook the vast Asian market. Therefore, it’s reasonable to expect some actions or announcements from this ambitious and rapidly growing brand in the near future.
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