SBJ/August 29-September 4, 2011/Marketing and Sponsorship
Financial services fuel U.S. Open activation
Published August 29, 2011, Page 7
As always, with a tournament staged in the world’s business capital, financial services sponsors are taking the lead.
JPMorgan Chase, an Open corporate patron since 1982, will be the most prominent on-site sponsor. A new on-site indoor training facility will be renamed for Chase — the Chase Center — during the two weeks of the Open. The second floor of that building will hold a Chase-branded customer experience, including food and beverage service, 3-D video, a gaming area, and opportunities to have a picture taken with the trophy for the women’s singles competition, which JPMorgan Chase also sponsors.
American Express (above) and Chase are creating on-site customer experiences.
Online insurer Esurance became a U.S. Open sponsor late last year but has come back with a three-year extension. Esurance is using the Bryan brothers to push its affiliation, and a sweepstakes on-site offers the chance to play against the tennis twins as top prize. A “spotter” program will also offer prizes to fans seen wearing an Esurance-branded tag.
Heineken has renewed for four more years of additional rights and will sponsor the event’s kickoff concert and two on-site taverns. It also will stage a viewing party at a yet-undisclosed location via social media.
Also among beverage sponsors, new partner Moet & Chandon — the event’s first official champagne — will have a branded bar on-site. Gatorade will have on-court exposure and be sold within the venue this year for the first time.
Grey Goose vodka will have an eight-foot-tall “cup” filled with tennis balls and have a contest to guess the number. United Airlines will have a jet fashioned from tennis balls for the same purpose.
Xerox, a new sponsor in the document technology category, is running a business-to-business campaign and will feature a case study of its U.S. Open technology prowess online and on its own site.
Mercedes-Benz is using the Open to showcase its AMG sports car, among others, and it had Roger Federer opening a new Manhattan showroom last week. Mercedes also will have a branded experience on-site and supply hybrid cars at the event.