The Ericsson "era officially began Monday with the end
of Lipton's 15-year affiliation with the world's fifth-
biggest tennis tournament," according to Meri-Jo Borzilleri
of the MIAMI HERALD. But tournament Founder & Chair Butch
Buchholz said the name-change will be "a challenge."
Buchholz: "We're creatures of habit. The Ericsson people
still sometimes call it The Lipton. We will develop a
campaign to make that transition." In the "works" for next
year's event are "video walls" on the grounds that can
broadcast action from the Stadium Court, an "Ericsson World"
exhibit showing "high-tech" phones and an "expanded free-
phone center similar to this year's," at which people can
make free two-minute phone calls (MIAMI HERALD, 3/30). In
Ft. Lauderdale, Alan Snel writes to "expect phones to
dominate the tournament landscape" next year. Snel cites a
"recent study" that shows 52% of tennis fans "say they are
more likely to buy" tennis sponsors' products, putting the
sport ahead of others, including golf, basketball, baseball
and the Olympics (SUN-SENTINEL, 3/30). In Palm Beach,
Elizabeth Clarke reports that a "record" 236,863 attended
the 11-day event. Ericsson "began teaching its name"
yesterday with a full-page ad in the Miami Herald and
"expects to use" direct mail, TV ads and "other methods" to
leverage the sponsorship through the year (P.B. POST, 3/30).