SBD/5/Sponsorships Advertising Marketing

U.S. OPEN INKS ADDITIONAL SPONSORS AS CBS MORE THAN 90% SOLD

          With the U.S. Open Tennis Championships set to begin
     August 25, CBS "has sold more than" 90% of its commercial
     inventory for the two-week tournament, according to Langdon
     Brockinton of MEDIAWEEK.  New advertisers for the '97 Open
     include United Airlines, Texaco, Lincoln-Mercury, Mobil,
     BMW, Ernst & Young and the Principal Financial Group. 
     Brockinton reports that many of the deals "are said to be
     valued at" $1-2M.  Returning Open advertisers include AmEx,
     Mass Mutual, IBM, Fidelity, Fuji, Travelers, Chanel and
     Infinity.  Sources "estimated" that AmEx and Infinity paid
     "upwards of" $3M and $2M respectively, for their buys.  CBS
     holds exclusive U.S. broadcast rights to the event through
     2000, via a $25-30M annual deal (MEDIAWEEK, 8/4 issue).

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American Express, CBS, IBM, Viacom

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