(Mercedes-Benz) Cars Sponsor U.S. Open Tennis
At the end of 2008, Mercedes-Benz dropped its sponsorship of the ATP World Tour. Now comes the news that Mercedes-Benz has replaced Lexus as the major sponsor of the U.S. Open men’s singles in the “car” category. Car brands, especially luxury brands, have long
been associated with sponsorship of professional tennis because of the desirable affluent demographic of tennis fans and the prestige of events such as the U.S. Open.
Given the challenging economic environment for the past year or so, it’s impressive that the USTA was able to secure a deal with Mercedes-Benz. Under the new four-year agreement, Mercedes-Benz becomes the “Presenting Sponsor of the US Open Men’s Singles Championship” and the “Official Vehicle of the US Open.” Mercedes-Benz also becomes a sponsor of Arthur Ashe Kids’ Day. Mercedes-Benz vehicles will be provided for player transportation at the U.S. Open. The agreement also includes a significant on-site presence at the US Open, national TV media commitments and an extensive presence on the U.S. Open website.
It requires a bit more creativity at times on the part of tournaments these days to secure sponsors, but companies still have marketing and advertising budgets and they need to promote their brands and products to their target audiences in order to generate revenue. Professional tennis is fortunate that tennis players and tournaments remain a desirable option for companies seeking to reach an affluent, well-educated and active consumer. Wonder which Mercedes-Benz will go to the 2010 U.S. Open Men’s Singles winner?!
Given the challenging economic environment for the past year or so, it’s impressive that the USTA was able to secure a deal with Mercedes-Benz. Under the new four-year agreement, Mercedes-Benz becomes the “Presenting Sponsor of the US Open Men’s Singles Championship” and the “Official Vehicle of the US Open.” Mercedes-Benz also becomes a sponsor of Arthur Ashe Kids’ Day. Mercedes-Benz vehicles will be provided for player transportation at the U.S. Open. The agreement also includes a significant on-site presence at the US Open, national TV media commitments and an extensive presence on the U.S. Open website.
It requires a bit more creativity at times on the part of tournaments these days to secure sponsors, but companies still have marketing and advertising budgets and they need to promote their brands and products to their target audiences in order to generate revenue. Professional tennis is fortunate that tennis players and tournaments remain a desirable option for companies seeking to reach an affluent, well-educated and active consumer. Wonder which Mercedes-Benz will go to the 2010 U.S. Open Men’s Singles winner?!
|
