喜力 ®「网球星友俱乐部」

「喜力®网球星友俱乐部」

2026年10月01日-2026年10月14日

上海 北外滩国客中心

项目预告

项目传播

项目现场

喜力 ®「网球星友俱乐部」落地上海北外滩国客中心码头，是 2026 上海劳力士大师赛重要配套线下体验项目，依托北外滩滨江江岸场地，在江面之上搭建专属江上网球场，并与北外滩城市沙滩嘉年华同步开幕，把专业网球赛事文化迁移至城市滨江公共空间，实现顶级赛事 IP 与都市滨水场景的跨界融合。网球赛事在中国市场持续破圈，受众从核心网球迷拓展至追求休闲社交的都市青年，喜力借大师赛合作契机，跳出传统单纯品牌展位模式，打造沉浸式网球主题社交场域，延续品牌长期深耕体育营销的历史脉络。

从项目空间造型与制作层面来看，项目最大亮点在于利用滨江码头得天独厚的江景资源，搭建「重返 1998 喜力公开赛中心球场」复刻赛场，将经典网球赛场叙事放置于开阔江景背景之中，形成城市天际线、江水与球场场景的独特视觉层次。场地整体采用模块化可拆装搭建工艺，兼顾临水施工安全与快速搭建需求；空间分区逻辑清晰，划分为互动运动区、法式花园打卡区、赛事观赛区与饮品体验区。法式花园板块以花艺绿植搭配巨型星形相框，柔和自然景观呼应网球主题；星友高光片场搭载自动抓拍设备，实现打卡影像即时生成。活动周期内设置丰富分层体验内容，巨拍挑战赛、星友连线双人击球等低门槛网球互动，让零基础访客也能感受挥拍乐趣；星友网球工坊开放 DIY 网球挂件创作，星友观赛区实时转播大师赛赛事，江畔星饮站提供喜力主题特调，叠加球星到场助阵，融合江风、沙滩与现场音乐，构建挥拍、观赛、微醺一体化的休闲场景。

在传播营销层面，江上网球场这一稀缺独特场景自带强社交属性，极具出片效果，吸引网球迷、运动博主与城市潮流人群到场打卡产出 UGC 内容。线下沉浸式体验把专业网球文化转化为轻松的青年社交语言，传递 “有热爱就有星朋友” 的核心主题，线下体验持续反哺线上社交话题热度，实现赛事曝光、品牌理念传递、用户自发传播的营销闭环，为体育赛事配套快闪项目、滨水场地的体育营销落地提供优秀实践样本。

Heineken® Tennis Star Club is located at Shanghai International Cruise Terminal on North Bund, serving as an important offline supporting event for the 2026 Rolex Shanghai Masters. Built above the river surface, the riverside tennis court opens concurrently with the North Bund Urban Beach Carnival. The project transfers professional tennis culture to the urban riverside public space and achieves cross-border integration between top tournament IP and waterfront urban scenes. As tennis gains wider popularity in China, its audience has expanded from core tennis fans to urban youth seeking casual social experiences. Cooperating with the Rolex Shanghai Masters, Heineken breaks away from traditional brand booth formats and builds an immersive tennis-themed social venue, continuing the brand’s long history of sports marketing.

In terms of spatial styling and on-site production, the project fully leverages the unique river view of the North Bund pier and reconstructs the “1998 Heineken Open Centre Court”. It creates a distinctive visual composition combining city skyline, river water and tennis court scenery. Modular detachable construction is adopted to guarantee safety near water and efficient assembly. The venue is rationally divided into interactive sports zone, French garden photo zone, match viewing zone and beverage zone. The French garden area is decorated with floras and oversized star-shaped photo frames, while the Star Highlight Studio is equipped with automatic photo capture devices.

During the event, diverse experiences are available. Low-threshold tennis activities such as giant racket challenge and two-player hitting allow beginners to enjoy tennis. Visitors can DIY tennis ornaments in the workshop, watch live broadcast of the Masters in the viewing zone and taste Heineken signature drinks at the riverside bar. Tennis stars will also make appearances. Blending river breeze, beach and live music, the venue offers an integrated experience of playing tennis, watching matches and enjoying drinks. From the perspective of marketing communication, the rare riverside tennis court features outstanding visual appeal, encouraging tennis fans, sports influencers and urban trendsetters to visit and produce UGC content. The offline immersive experience translates professional tennis culture into relaxed social language for young people and conveys the core theme “Passion brings you star friends”. Offline experience continuously fuels online social discussion, forming a complete marketing loop of tournament exposure, brand value delivery and organic user communication. It sets a remarkable example for pop-up events supporting sports tournaments and sports marketing practices on waterfront sites.

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