Reaching for the stars

Linking posh German autos with aspiring Chinese tennis players too young to drive may sound strange but the result is the Mercedes-Benz Swing for the Stars Junior Development Program.

The program, with the cooperation of the China Tennis Association (CTA) and launched at the end of last month, targets the training of talented 11-12-year-old tennis players and junior coaches.

Through a three-stage (local-national-international) tennis education road map with expenses paid by Mercedes-Benz China, the brightest young players and coaches participating in the program will attend a four-week training camp in the United States.

Klaus Maier, president & CEO of Mercedes-Benz (China) Ltd (right), and Gao Shenyang, vice-director of China Tennis Association, officially started the first friendship match between junior and national tennis players.

"It will be a long-term program," says Ulrich Walker, chairman and CEO of Daimler Northeast Asia Ltd, adding that the strategic partnership with CTA will ensure that the nationwide tennis education project will reach a grass-roots level.

Though Mercedes-Benz, owned by Daimler, is best known as manufacturer of luxury and high-performance automobiles, it is also well known as a sponsor for many top-level sports events around the world.

In China, the brand is a sponsor for the Formula F1 Grand Prix in Shanghai, Masters Series Tennis Tournament and China Open in Beijing, events which showcase Mercedes-Benz's "stylish appeal and extraordinary passion", the company says.

"We are aware that by sponsoring big famous professional players we can get much more exposure," says Walker. "However, we believe that it is much more important to focus on the more junior players so that they can grow to become the stars of tomorrow with much more potential and support." He says that laying the foundation for the development of the nation's tennis scene is necessary for better long-term results for the players and the sport itself.

Swiss tennis ace Roger Federer. ranked No 1 since 2004, will contribute as a coach to travel around China for junior training.

Walker declines to disclose the financial details of the contract deal with the superstar, saying that money is not the essence of the deal. "What counts is our brand promise," he adds.

According to Klaus Maier, president & CEO and Mercedes-Benz (China) Ltd, Federer was approached both for his tennis playing skill and his involvement in various charities.

The Roger Federer Foundation aids disadvantaged people and promotes sports for young people. He has also supports many philanthropic organizations in the United States. Though the financial details of Federer's contract and the junior tennis development program are not available, Walker tells China Business Weekly that the Mercedes-Benz China will spend more than 50 million yuan this year for all its Chinese corporate social responsibility (CSR) activities, including Swing for the Stars.

According to Maier, Mercedes-Benz, following Daimler's principles for CSR, is also contributing to environmental, educational, safety, cultural and charitable causes.

Chinese tennis star Sun Tiantian (right) provides training for a young player selected by Mercedes-Benz Swing for the Stars Chinese Junior Tennis Development Program.

It contributes to the Green Legacy program for natural heritage conservation, is a strategic partner of the National Center for the Performing Artsand funds scholarships in universities and helps support some schools in China.

"We believe that a corporation's social responsibility is multi-faceted," says Walker. "CSR is not blind philanthropy - it needs to take into account the needs of the larger society and environment, and is in line with a corporation's strategic goals, values and responsibilities."

As a big tennis fan, Walker says the sport also reflects Mercedes-Benz's values such as discipline, respect and sportsmanship.

Ten year-old Wang Ruixuan says she is lucky to get the chance to take part in the Swing for the Stars training offered by an experienced foreign coach. "My older brother also like tennis, but in Yunnan, my hometown, the situation is not as good as (Beijing)," she says.

She receives professional training in Beijing. "My dream is to be the No 1 in the world, but I know it is not a easy and I must work hard," Wang says, adding that no matter if she reaches her goal or not, she really enjoys the Swing for the Stars program.

(China Daily 05/12/2008 page8)