SportsBusiness Daily — Sports Business Resources — your sports business news and information source. Learn More
Advanced
Home About Us Advertise With Us Marketplace/Classifieds College & University Program Subscribe/Trial My Account

Friday
September 21, 2007
Print This Issue


 
MOST VIEWED STORIES
View the top 20 stories
 
Recent Issues
Sponsorships, Advertising & Marketing

Lexus Tops Sponsor Exposure During U.S. Open Men's Final

Lexus Nets Most Sponsorship
Exposure At '07 U.S. Open
With prominent in-stadium branding during the men's final, Lexus, JPMorgan Chase and Olympus once again received more brand exposure than the competition, according to Relay Worldwide's brand exposure analysis of CBS' coverage of the '07 U.S. Open.  Nike, tournament winner Roger Federer's apparel sponsor, once again finished fourth, while Wilson, which supplies the equipment for both Federer and runner-up Novak Djokovic, ranked seventh in '07 after missing the top ten last year when it outfitted only Federer.  When compared to golf's four majors, the U.S. Open returned significantly more exposure for its primary sponsors.  Nike garnered the most exposure throughout final round coverage of golf's four majors ($5.2M in value), but that pales in comparison to the exposure the top three brands received during the U.S. Open men's final.  The following presents the top ten sponsors in terms of exposure value from CBS' coverage of the men's finals of the '07 U.S. Open.

RK
BRAND
SOURCES
EXPOSURE TIME
NO. OF RECOGNITIONS
VALUE
1
Lexus
Net Logo, In-Stadium Signage, Car Display, On-Screen Graphics
1:01:14
6,576
$12,099,754
2
JP Morgan Chase In-Stadium Signage, On-Screen Graphics
1:04:08
7,173
$12,057,898
3
Olympus In-Stadium Signage, On-Screen Graphics
0:44:32
4,528
$7,314,713
4
Nike Clothing
0:10:15
846
$1,232,143
5
Polo In-Stadium Signage, Clothing
0:03:48
265
$342,178
6
Wilson Equipment, In-Stadium Signage
0:03:32
240
$336,708
7
Evian On-Court Coolers, Bottles
0:03:51
233
$314,802
8
Citizen In-Stadium Signage
0:02:21
144
$208,096
9
adidas Clothing
0:02:16
136
$172,956
10
IBM Total
0:01:44
105
$160,916

METHODOLOGY:  Relay Worldwide's results were computed using proprietary optical recognition technology which scans televised broadcasts for brand images and collects a series of data including duration, size and location on screen.  Relay then uses a Viewer Engagement Index, and along with accurate spot costs for 30-second commercials, computes an objective value for the brand's total exposure (Relay).



 

Print This Article

Reader Comments

To post comments on this article, log in or register for a free trial.

Related Stories By Company Related Stories By Sport
Nike To Showcase New Performance Apparel
January 7, 2009 : SportsBusiness Daily

LeBron, Nike Team To Unveil Special Shoes
December 23, 2008 : SportsBusiness Daily

Toyota Remaining Committed To F1
December 23, 2008 : SportsBusiness Daily

LeBron May Re-Sign With Cavs This Summer
December 22, 2008 : SportsBusiness Daily

Nike Reports Q2 Profit Growth
December 18, 2008 : SportsBusiness Daily

Murray's 19 Signing Could Help Fred Perry
January 7, 2009 : SportsBusiness Daily

Jelena Jankovic Signs With IMG
January 6, 2009 : SportsBusiness Daily

Andy Murray Signs With 19 Entertainment
December 30, 2008 : SportsBusiness Daily

ATP Unveils Latest Version Of Ad Effort
December 17, 2008 : SportsBusiness Daily

ATPer Andy Murray Inks $3M K-Swiss Deal
December 15, 2008 : SportsBusiness Daily

ALSO IN THIS SECTION


A Publication of Street & Smith's Sports Group
Privacy Policy - Terms of Service
© 2009 Street & Smith's Sports Group
All Rights Reserved