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SBD/August 26, 2014/Marketing and Sponsorship
U.S. Open Sponsors Go Digital With On-Site Activations; Some Debut RFID Technology
Published August 26, 2014
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|Adecco||The N.Y. Times Co.|
|Esurance||Polo Ralph Lauren|
|Evian||Starwood Hotels & Resorts|
|Grey Goose Vodka||Tiffany & Co.|
|Heineken||United Continental Holdings|
|Kraft Foods||Wilson Sporting Goods|
Source: Resource Guide Live
SILVER SURFER: IBM is celebrating its 25th year as a USTA sponsor, and Fox Business' Cheryl Casone said it has "really been interesting to watch kind of the evolution of IBM as a sponsor." Casone: "Just a few years ago they were ... powering the big board. Now they're powering everything that is mobile, and I'm talking about the tracking technology to track all the great players that you love." She noted she can track "every single thing" that Serena Williams is doing on the court and "pull down all the analytics that, frankly, the sportscasters have as well." IBM Global Sponsorship Manager Elizabeth O'Brien said fans attending the tournament are "having a lot of the same experience" as fans watching at home on television. She said IBM uses its sponsorship to "showcase a lot of our technology, so the same technology that we use at the U.S. Open is the technology that we use for clients and industries around the world" ("Countdown to the Closing Bell," Fox Business, 8/25).