SBD/May 11, 2011/Marketing and Sponsorship

Esurance Extends, Expands Sponsorship Of Tennis' U.S. Open

The USTA yesterday announced that Esurance has extended and expanded its sponsorship of the U.S. Open. Esurance, which became a U.S. Open partner last year, will remain a sponsor of the tournament through '12. The deal includes media support of tournament TV broadcasts, an on-site presence and presenting sponsorship of live match streaming on USOpen.org. Esurance has also agreed to sponsor four Olympus US Open Series events (USTA). Esurance VP/Marketing Darren Howard said that the company "will focus on elevating the fan experience and the US Open's Green Initiative." MARKETING DAILY's Tanya Irwin notes Esurance will distribute N.Y. Subway MetroCards "at select times during the two-week tournament" to help promote the initiative's mission to "encourage attendees to take mass transit to the competition." The company will have "branding exposure on USTA shuttles and select on-site maps, and is sponsoring a bag-check station during the event for the convenience of fans" (MARKETING DAILY, 5/11 issue).
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