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SBD/August 28, 2013/Marketing and Sponsorship
Match Point: Brands Discuss Importance Of U.S. Open Sponsorship
Published August 28, 2013
GOING DUTCH: Heineken Brand Dir Pattie Falch on Monday said sponsoring the tournament was an "opportunity for us to engage with some of our fans." Fox Business' Cheryl Casone noted Heineken has been a tournament sponsor for 22 years, which "might be one of the largest partnerships we've ever seen." Additionally, Falch said the company "makes our own apparel," which is for sale at the tournament's Heineken House ("Fox Business After The Bell," Fox Business, 8/26). ADWEEK's Christopher Heine noted Twitter recently "struck a video-based deal" with the USTA and Heineken for the tournament. The USTA will "tweet video content" during the tournament via Twitter's Amplify platform while "constantly featuring the beer company." Heineken will appear in "five-second pre-rolls for the USTA's spots as well as in a banner unit on the video player." USTA Chief Revenue Officer Lew Sherr said that the brand can then "retweet those highlights to its followers." In terms of video content, the U.S. Open will "tweet real-time clips of exciting moments from the tennis courts" (ADWEEK.com, 8/26).
LESSON LEARNED: Prince Global Sports CEO Mike Ballardie said of why the brand nearly folded, "The lesson I'm learning is that we spread ourselves too thin in our distribution. We went too wide and we went too low in terms of price and image of the brand and so we're retrenching a little bit. We're going to focus on our specialty and our core customers and we're going to rebuild as a premium performance and innovative brand." Fox Business' Casone noted the "core market" for Prince is the U.S. Ballardie said it is "where we can regroup and rebuild our market share very aggressively" ("Fox Business After The Bell," Fox Business, 8/26).