Sports on a Global Scale

By the mid-1980s, Hewlett-Packard began emphasizing international sports marketing. In that decade alone, HP was involved with the Olympics, FIFA World Cup, the America’s Cup, the Tour de France, the Pan Am Games and assorted professional tennis tournaments and auto races. The company’s efforts included sponsorships, supplying equipment and technology to organizations and increased marketing. Notably, the 1987 Rome International Tennis Championship was the first time several HP entities — Italy, Germany, Palo Alto, Dallas and HPSA — collaborated to provide complete computer service for an international tournament.