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SBD Global/August 22, 2017/Marketing and Sponsorship

John McEnroe Headlines Ads To Tease Eurosport's Coverage Of US Open

Tennis icon John McEnroe launched Eurosport's coverage of the US Open with two ads highlighting the broadcaster's all-screen approach to the tournament while also acknowledging the event's history. The seven-time Grand Slam winner, who won the US Open four times, will be a pundit for Eurosport at the final Grand Slam of the year, which starts next Monday. The first ad sees McEnroe sitting in JP's Barber Shop in Brooklyn, N.Y., in the hope of doing "something special" for the US Open. In the sketch, after trying out several "new" hair styles, he eventually settles on a look akin to the McEnroe bubble perm worn by the man himself in the late '70s. The sequel shows McEnroe in the waiting area of the same barber shop watching tennis on his mobile phone before a friend enquires what he is doing. McEnroe responds by explaining it is now possible to watch Eurosport's live tennis coverage on TV or online and via tablet and mobile devices on the Eurosport Player. Eurosport Marketing VP Antonio Ruiz said, "We wanted to create an advert that captured the fun, exuberant side of New York and there is no better man for the job than John McEnroe" (Eurosport). 
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