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SBD/5/Sponsorships Advertising Marketing
U.S. OPEN INKS ADDITIONAL SPONSORS AS CBS MORE THAN 90% SOLD
Published August 5, 1997
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).