N.Y.-based Ernst & Young has signed a three-year deal
to become the Official Professional Services Firm of the
U.S. Ski & Snowboard Association (USSA). Ernst & Young
receives exclusivity across the assurance, corporate
finance, e-business advisor and tax categories through the
2002-03 ski/snowboard season, and also receives rights to
use USSA marks and logos, access to USSA athletes and
hospitality at World Cup events. Additionally, Ernst &
Young will serve as title sponsor for the men's downhill and
Super G World Cup events, to be held in CO December 2-3.
Ernst & Young also receives multiple 30-second units in six
USSA broadcasts on CBS and NBC, eight USSA ESPN broadcasts,
broadcast enhancements/features on NBC's and ESPN's World
Cup coverage and several on-air billboards (Ernst & Young).
GETS E&Y THROUGH THE CLUTTER: BRANDWEEK's Terry Lefton
cites sources as saying that the sponsorship deal is in the
"low seven figures" annually and that Ernst & Young will
"spend upwards" of $100M marketing the partnership over the
life of the deal. The agreement also gets Ernst & Young
"high visibility in an uncluttered sport with ties to" the
2002 Salt Lake City Games and "hospitality choices far
beyond the usual golf schmoozes afforded to" the company's
CEOs and CFOs. Ernst & Young National Dir of External
Communications Jim Speros: "Everybody is doing golf and it
still has a clear role for us in hospitality, but this sport
is uncluttered and if you think about some of the attributes
of speed, teamwork and innovation, it is a really good match
for our core brand attributes" (BRANDWEEK, 7/10 issue).
