AmEx Preparing To Promote U.S. Open Tennis Tournament

American Express Today Begins Running Ads In N.Y. Ahead Of U.S. Open

American Express (AmEx), "which has backed the U.S. Open tennis tournament for the past 15 years, is once again prepped to help promote this year's event with several different efforts -- including a print, outdoor and online advertising campaign and personalized programming at the event itself," according to Aaron Baar of MEDIA POST. The ad effort "kicked off Thursday with out-of-home placements throughout" N.Y. The ads feature WTAer Venus Williams and ATPer James Blake "following the company's well-known 'Are you a Cardmember?' theme." Among the on-site amenities being offered are "free personal televisions that [AmEx] cardholders can borrow for a day" while at the tournament. On the TVs, spectators "can watch matches on all the courts, as well as access draws, live scoring and player bios." The "programming on the sets will also include a channel with Williams, Blake and Billie Jean King sharing their beloved moments of the tournament." AmEx Dir Of Global Sponsorship Marketing Jessica Igoe said that the "content for that channel will be updated with other players sharing their memories throughout the tournament" (MEDIAPOST.com, 8/21).

SHOWDOWN IN THE BIG APPLE: Nike has hired boxing promoter Don King to "hype the 'Grapple in the Apple' showdown expected in the final at the US Open between two of the company's endorsers" ATPers Roger Federer and Rafael Nadal (N.Y. POST, 8/21).