CASE: Proximus Diamond Games

To capitalize on the strong performances of Justine Henin and Kim Clijsters during the 2001 season, a major tennis tournament was staged in 2002 at the elegant Antwerp Sportpaleis. Used previously for a past men's tennis tournament (ECC), the new women's tournament provided an extra boost of excitement in the recently renovated arena.

The genuine gold and diamond trophy (worth more than one million euros) linked the event closely with the Antwerp diamond industry and the ECC. But this is where the traditional format of this event ends as everything else surrounding the tournament was truly new to the Belgian tennis audience. No VIP boxes around the court, an event filled with surprises such as the players who enter the arena like gladiators, bands performing before the matches, basketball tunes during the breaks, a fully purple court and environment in line with the corporate style of main partner Proximus, a well-designed tournament fashion design by Scapa Sports...

The New Style of Tennis was greatly appreciated by the fans, as either Justine or Kim played in the final of the tournament five straight tournaments. The success of the event was further indicated when it eventually was awarded the title "Most attended indoor tennis tournament in the world."

Watch some footage on Kim Clijsters' goodbye.