- Men's Tennis In A Golden Age
- Aussie Open Women's Final Could Be Loud
- USTA Launches Campaign To Draw More Youth
- ATP Chair Hears Players' Concerns "Loud An ...
- Davydenko Calls Out Federer On Stance
- Nadal, Federer In A War Of Words
- Roger Federer Endorses Brad Drewett For AT ...
- Drewett Named ATP Exec Chair & President
- ATP BOD Meeting Ends Without New Leader
- ATP To Meet On Helfant Successor
Upcoming Conferences and Events
-
Mar 21-22
-
Mar 22
-
May 23
-
May 30-31
-
Jun 5-7
SBD/Issue 213/Sponsorships, Advertising & Marketing
Mercedes-Benz Ending Title Sponsorship Of ATP Tournament
Published August 1, 2005
Mercedes-Benz is ending its association with the ATP Mercedes-Benz Cup, which
it has title-sponsored since ’98, according to Crowe & Dillman of the L.A. TIMES.
Tournament Dir Bob Kramer said, “We’ve had five title sponsors in the last 30
years. It is disappointing, but the handwriting was on the wall. We knew they
were cutting across the board.” USTA President and Tournament Chair Franklin Johnson
added Countrywide Financial, the tournament’s presenting sponsor for the past
two years, “is very interested [about the title sponsorship]. They have in their
contract the right of first refusal” (L.A. TIMES, 8/1).
WATCH YOUR MOUTH: Crowe & Dillman also report that ’05 Mercedes-Benz Cup champion Andre Agassi received a $1,000 watch from tournament sponsor Raymond Weil for winning the tournament, and said, “That’s what I call an EBay watch.” Agassi “jokingly promised” that any proceeds from the sale of the watch would go to his charitable foundation, but later said it was a “dumb thing to say” (L.A. TIMES, 8/1).
GET REAL: In Baltimore, Kim Phelan examines the USTA’s latest ad campaign, which has a reality TV theme. Arnold Worldwide Creative Dir John Staffen, who directed the campaign, said, “We knew it would be a little bit polarizing, but the truth is, tennis is one person vs. another person, and what goes into that is the total makeup of that person.” Arizona State Univ. MBA Sports Business Program Dir Jim Kahler said, “Reality TV has a negative connotation, almost like you’re looking for dirt. ... Most of it is garbage –- who is going to get knocked off the island, who is sleeping with who –- and I don’t think corporate America connects with that.” Univ. of Nebraska marketing professor James Gentry added, “People would rather see great competition and less identify with the athlete.” But USTA Senior Dir of PR Chris Widmaier said, “Sports truly is reality TV. You don’t know what is going to happen until the game is played” (Baltimore SUN, 8/1).
Return to top
WATCH YOUR MOUTH: Crowe & Dillman also report that ’05 Mercedes-Benz Cup champion Andre Agassi received a $1,000 watch from tournament sponsor Raymond Weil for winning the tournament, and said, “That’s what I call an EBay watch.” Agassi “jokingly promised” that any proceeds from the sale of the watch would go to his charitable foundation, but later said it was a “dumb thing to say” (L.A. TIMES, 8/1).
GET REAL: In Baltimore, Kim Phelan examines the USTA’s latest ad campaign, which has a reality TV theme. Arnold Worldwide Creative Dir John Staffen, who directed the campaign, said, “We knew it would be a little bit polarizing, but the truth is, tennis is one person vs. another person, and what goes into that is the total makeup of that person.” Arizona State Univ. MBA Sports Business Program Dir Jim Kahler said, “Reality TV has a negative connotation, almost like you’re looking for dirt. ... Most of it is garbage –- who is going to get knocked off the island, who is sleeping with who –- and I don’t think corporate America connects with that.” Univ. of Nebraska marketing professor James Gentry added, “People would rather see great competition and less identify with the athlete.” But USTA Senior Dir of PR Chris Widmaier said, “Sports truly is reality TV. You don’t know what is going to happen until the game is played” (Baltimore SUN, 8/1).
 |
 |
