BMW takes VIP cue from Masters A-B to sports: Adapt to a new world The Lefton Report: Selling air Smithfield commits to NBC, NASCAR Van Wagner to sell NFL field-level ads New daily fantasy to sponsor Eisen show Nickelodeon going to ballparks Quicken Loans boosts military program Microsoft adds NASCAR, Hendrick deals Event, experiential marketing roundtable
SBJ/February 28 - March 6, 2005/Marketingsponsorship
Citizen payin’: Sponsor renews with U.S. Open
Published February 28, 2005
Citizen Watch has been on the scene at the U.S. Open since 1993.
Other than Omega’s sponsorship of the Olympic Games, the deal is thought to be one of the largest ever for a watch sponsorship of a sports property.
The deal is the latest commercial success for the Open, the lucrative crown jewel of American tennis. In the last eight to 12 months, the U.S. Tennis Association, which owns the Open, has signed sponsorships valued at $140 million, the sources said.
The two-week tournament’s ability to deliver high-end demographics attracts luxury brands such as Citizen, which has been a sponsor since 1993. The event itself is also a tremendous hospitality opportunity for a company like Citizen to entertain distributors and retail partners. Last year the company hosted 1,800 people at the Open.
The Open this year will bring in more than $50 million from sponsorships, said Pierce O’Neil, USTA chief business officer.
Citizen Watch’s U.S. tennis sponsorships
|Pilot Pen Tennis|
|U.S. Clay Court Championship|
|Adult and senior national championships|
|Note: All are USTA-owned events. The adult championships are an amateur event.|
“They will be buying about 80 30-second units,” O’Neil said. “Also new to this package, they will have a very significant online presence at usopen.org.”
The online component will include media, e-mail and radio and TV spots that promote usopen.org.
Citizen continues with signs on the match time clocks on all show courts, as well as a presence on the video boards in Arthur Ashe Stadium and the electronic scoreboards at other major courts.
Citizen also will create a special online sales offer for USTA members, the first time the company will allow consumers to buy directly from it. The company sells its watches through distributors otherwise.
The U.S. Open also recently signed sponsorship renewals, including with Olympus, and O’Neil promised a host of new deals arriving soon, including in the vacant car category.