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JUAN VALDEZ -- FORMER DAVIS CUP GREAT OR COFFEE BARON?
Published September 11, 1995
Your eyes weren't deceiving you if you though you saw Juan Valdez sitting at the U.S. Open. Valdez, the fictional spokesperson for Columbian Coffee is known "to turn up in unexpected places," and one of those was the U.S. Open. Carlos Sanchez, the actor who portrays Valdez in ads, was at the tournament as part of a promotion by DDB Needham Worldwide Marketing/New York for the National Federation of Coffee Growers of Colombia. The federation was a sponsor of the Open, and offered free coffee to fans. Peter le Comte, President of DDB Needham Worldwide Marketing: "It's our first foray into sports marketing and we wanted to maximize the exposure." Valdez was seated where he would be visible during CBS' coverage of the event (N.Y. TIMES, 9/11). SIGNAGE REPORT: The following is a list of some of the companies that had signage at the 1995 U.S. Open. STADIUM PORTALS: Infiniti, FujiFilm, Redbook Magazine, Prudential Securities, Chase, Mass Mutual; STADIUM COURTSIDE: Heineken, Cafe de Colombia, FujiFilm, Redbook, Mass Mutual, USTA, Infiniti; TIME CLOCKS: Citizen; SPEED INDICATORS: IBM; STADIUM BANNERS: Mass Mutual, WTA Tour, USTA, Chase; BALL PERSON KNEE MATS: K- Swiss; BLIMP: Fuji. The linesmen and ballpersons were outfitted by Fila (THE DAILY).