SBJ/Nov. 8-14, 2010/This Week's Issue
Copy this: Xerox signs five-year deal with USTA
Published November 8, 2010
Xerox has signed a five-year sponsorship deal with the U.S. Tennis Association, making it the U.S. Open's official office equipment and document technology provider.
The low-seven-figure-per-year agreement gives Xerox broad exclusivity across office equipment, including fax machines, copiers, printers and scanners.
Under the deal, Xerox gets courtside signage at the U.S. Open, and will advertise on rights holders CBS, ESPN and the Tennis Channel, and on the USOpen.org website. Xerox had been a U.S. Open hospitality client for many years.
As it has done with its other key sports properties, like its relationship with Notre Dame through NBC, and the New York Mets, Xerox will use the U.S. Open as hospitality for its business-to-business customer base and to showcase its document processing capabilities on site and in creative.
"We like the global nature of the U.S. Open as a branding device. Our integration gives us real business and our [ad] campaign validates it with a real story," said Jon Levine, vice president of global experiential marketing at Xerox.
MEC Access, a GroupM company, negotiated the deal for Xerox.
Xerox, which becomes one of the largest USTA sponsors, displaces Canon, the longest-standing sponsor, with tenure of 33 years.
"We don't take lightly moving away from a partnership of that many years," said USTA Chief Business and Marketing Officer Harlan Stone, "but this will be a quantum step forward both financially and in terms of activation."
Stone said USTA renewals were all looking positive, while new categories being targeted include wireless and insurance.