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lobal foreign exchange currency firm Travelex ties up with McEnroe
MUMBAI: Travelex, a global foreign exchange company, has launched its first US focussed integrated advertising and promotion campaign, featuring tennis legend and Travelex brand ambassador John McEnroe. Travelex sponsors the Australian cricket team.
The multi-million dollar, multi-year campaign, created by the New York office of global advertising firm M & C Saatchi, will kick off today in conjunction with this year’s US Open Tennis Championship, being held in New York City from 29 August to 11 September. Half-page advertisements will run in major publications including the Wall Street Journal, the New York Times and the Financial Times.
The campaign will ultimately feature a mix of print, online, outdoor and direct-mail promotion, with the potential for television and video opportunities. It represents a concerted and far-reaching effort to promote the Travelex brand and its leading service offerings to customers, principally in the commercial foreign exchange sector.
The creative will explore the global tennis icon’s varied personal dimensions, including that of tennis champion, expert commentator, art collector and world traveler. As part of the campaign, Travelex retail
locations will feature McEnroe imagery and McEnroe himself will participate in a series of activities, including client hospitality and an exclusive Travelex press event to be held in Manhattan tonight.
The goal of the campaign is to raise Travelex’s profile in the Americas, comprised of the US, Canada and Latin America, which is a significant growth market for the company. Travelex says that it is particularly focused on broadening its reach in the commercial foreign exchange services arena, which includes international payments and management of foreign exchange risk.
Travelex Americas CEO Larry Taylor said, “We are thrilled to be launching this advertising campaign featuring John McEnroe in the US, underscoring our commitment to actively growing our brand awareness in the Americas. John’s approach to winning on and off the court through hard work, determination and an unwavering commitment to excellence are key traits that embody Travelex’s approach to delivering valuable products and services to our customers. With this campaign, we’re looking forward to telling our unique story through this dynamic partnership.”
Travelex’s relationship with McEnroe is a part of its ongoing brand ambassador programme, which saw vice captain of the Australian Cricket team Adam Gilchrist appointed in 2001 and England rugby international and Great Britain and Ireland Lions tour member Jonny Wilkinson appointed in May .
McEnroe said, “Every real champion has a winning strategy for being the best in their field, and Travelex is no exception. While their specialization and commitment to offering the best service sets the company apart, it’s time to showcase that on a larger scale. With this campaign, I am excited to be a part of the game plan to raise the overall awareness of
Travelex and its unique offering.”
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T20 WC 2026 ad volumes rise 4 per cent despite fewer brands: TAM report
Fewer brands, bigger bets: India matches and top players drive ad surge
MUMBAI: Advertising during the ICC Men’s T20 World Cup 2026 may have become leaner in participation, but it certainly packed a stronger punch. A new analysis by TAM Media Research shows that ad volumes per match rose by 4 per cent compared to the 2024 edition, signalling sharper spending even as the advertiser base narrowed.
The numbers tell a tale of two trends. On one hand, the overall count of categories, advertisers and brands dropped steeply by 55 per cent, 63 per cent and nearly 68 per cent respectively versus the ICC Men’s T20 World Cup 2024. On the other, those who stayed in the game appeared to spend more aggressively, driving higher ad intensity across matches.
India’s pulling power remained unmistakable. Matches featuring the Indian team generated 66 per cent higher ad volumes than non-India games, underlining the country’s outsized influence on cricket’s commercial engine. The tournament final also saw an 18 per cent jump in advertising volumes compared to 2024, pointing to stronger monetisation at the business end of the competition.
The shift towards concentration was equally striking. The top five advertisers accounted for 39 per cent of total ad volumes, unchanged from the previous edition, but the names themselves saw a complete shake-up. OpenAI emerged as the leading advertiser with a 12 per cent share, followed by Coca-Cola India at 9 per cent and Mahindra & Mahindra at 8 per cent. Apollo Tyres and Reliance Consumer Products rounded off the top five.
A similar churn played out at the brand level, with no overlap in the top five brands between 2024 and 2026. At the same time, leading categories tightened their grip, with the top five accounting for 53 per cent of ad volumes, up from 42 per cent earlier. The cars category led the pack with a 15 per cent share, followed closely by e-commerce services at 14 per cent and aerated soft drinks at 11 per cent.
When it came to format, brevity ruled. Ads between 11 and 20 seconds dominated commercial breaks, making up over half of all spots, while shorter sub-10 second creatives followed as the next preferred choice.
The broader takeaway is clear. Even as fewer players entered the arena, those that did were willing to spend bigger and smarter. In a tournament where every over counts, advertisers seem to be playing a more focused, high-impact innings, betting on scale, timing and the enduring magnetism of cricket’s biggest stage.
