SBD/September 1, 2011/Marketing and Sponsorship

U.S. Open Marketing Notes: Fashion Faux Pas Taking Center Court

SI.com's Courtney Nguyen writes, "Now that all 256 players have debuted their new kits, I officially declare this year’s U.S. Open a complete fashion dud, veering on disaster." Nguyen continues, "I knew something was wrong the minute Maria Sharapova stepped out on court in an ill-fitting lavender-grey Nike frock that was, and I will say it again and with emphasis, ill-fitting." Ngyuen goes on to ask Nike, "What’s with the 'old man sock' look you’ve forced on Roger and Rafa?" Lastly, Nguyen wonders if it is "that difficult for Adidas to make alternate colorways?" Nguyen: "I’ve watched so many matches this week where the players have taken the court in the same exact kit" (SI.com, 9/1).

Moet & Chandon is a new sponsor at
this year's U.S. Open
CHAMPAGNE TOAST
: CNBC's Sue Herera notes Moet & Chandon is "looking to make a splash" as a new sponsor of this year's U.S. Open. CNBC's Darren Rovell said the tournament "targets the high-end consumer, so it comes as no surprise that a champagne brand is here" as a sponsor. Moet & Chandon U.S. VP Ludovic du Plessis: "It's a perfect match, the U.S. Open, Moet & Chandon. It's all about fun, celebration, success, winning tournaments." He added that the sponsorship has been a "grand slam" so far and that in the first night, they "actually sold out of bottles of champagne" ("Power Lunch," CNBC, 8/31).

RAISING A RACKET OVER RACKETS: The WALL STREET JOURNAL'S Tom Perrotta writes tennis players can be "total divas about their rackets," and even "tennis experts say the tweaking is getting out of control." Recent advances in racket technology allow players to "tinker with an increasingly preposterous list of variables, including width, length, balance, handle dimensions, string combinations and patterns, and variations in the placement of thread holes." They even "get worked up about something as simple as paint." Racket stringers said that "some pros prefer a glossy finish to a matte finish because it makes the racket look like it's moving faster" (WALL STREET JOURNAL, 9/1).
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