Feet of Clay

Crowds are returning to major sporting events. Yesterday marked the beginning of the French Open tennis championship. 12,500 fans will be admitted each day, and they’ll see the best players in the world on the red clay of Roland Garros.

Tennis is a global game. A total of 95 countries have hosted professional tournaments, and both the women’s and the men’s top 20 currently include fifteen different nationalities. The defending champion in the women’s singles is Iga Świątek, who last year became the first Polish player to win a Grand Slam. Iga’s social media followers will know that she is not only fluent in English, she’s also witty and engaging. Commercial partners have been quick to recognise her potential; sportswear giant Asics began sponsoring Iga when she was a little-known teenager.

On the men’s side, three players are fighting not just for this title but for the tag of greatest male player of all time.

Roger Federer, a Swiss who speaks German, French, Swedish and Italian.

Rafa Nadal, a Spaniard who speaks French and Italian.

Novak Djokovic, a Serbian who speaks Chinese, German, Spanish, Russian, Portuguese and Japanese.

And of course they all speak English.

Federer in particular is a commercial phenomenon. Just a few months from his 40th birthday, he is number one on the Forbes list of the world’s highest-paid athletes, with total earnings of $106.3 million in 2020. Federer’s blue chip sponsors include Rolex, Credit Suisse, Lindt, Mercedes-Benz, Gillette, Nike and Moët & Chandon. These companies know a good investment when they see one. A serial winner, globally admired, who can articulate a message in multiple languages, is a partner dreams are made of.

A partner who can help you speak to the world.

For the next two weeks we’ll be able to enjoy the best of clay court tennis, played by women and men who are multilingual, multicultural and successful, on and off the court. They and their sponsors know that if you’re only communicating in one language, and only making yourself understood to one small section of your potential audience, then commercially speaking, you might have feet of clay.

But when you aim higher, reaching out in language that your audience will not only understand but warmly embrace, you can win more than just trophies.

When it comes to global communication, the ball is in your court.

This week also sees the launch of XTM International Partnership Plus. After years of developing mutually beneficial partnerships with best-in-class Language Service Providers, Software Developers and Language Technology specialists, we’re rolling out an enhanced partner program. If you’d like to know more about the advantages of our global communication partnership, please get in touch or keep an eye on our channels for more launch info.