Cornerstone Sponsors For WTA New Haven Open Eager To Activate Around Event

The WTA New Haven Open at Yale Tournament Dir Anne Worcester said that the tennis event's four cornerstone sponsors -- Yale Univ., Yale-New Haven Hospital, Aetna and AmEx -- along with presenting sponsor First Niagara Financial Group, have been “eager to get involved with this year’s event,” according to Cara Baruzzi of the NEW HAVEN REGISTER. Worcester said, “These five sponsors have turned out to be the best thing that ever happened to this tennis tournament because, in their own unique ways, they are all putting their muscle behind the tournament.” Pilot Pen Corp. last year ended its title sponsorship of the tournament, and Worcester said that the “unusual move to have a consortium of cornerstone sponsors has worked well.” She added that each of the main sponsors has “activated their sponsorships in unique ways.” Baruzzi reported First Niagara, a “relative newcomer" to the New Haven area, has "honed in largely on the community aspect of the tournament.” The bank is “offering free tournament tickets to those who open certain new accounts at its branches.” Aetna has “launched a sizable advertising campaign -- including bus wraps, ads along the MetroNorth railroad line and billboards -- in which it highlights its affiliation with the New Haven Open.” Aetna VP/Community Relations & Urban Marketing Floyd Green said that the company’s marketing efforts “were rolled out Aug. 1 to help ‘create a buzz’ about the event.” Baruzzi noted the insurer also is “sponsoring the Aetna FitZone, which features on-site health and fitness activities for children and their families throughout the tournament.” Yale-New Haven Hospital will have “its mobile mammography van at the Connecticut Tennis Center at Yale throughout the tournament offering screenings.” The university has been “promoting the event within the Yale community and beyond.” Worcester said that AmEx “has been particularly interested in promoting the food and wine festival to its cardholders” (NEW HAVEN REGISTER, 8/21).

SCHOOL TIES: The AP's Pat Eaton-Robb noted Yale Univ. is "taking on a much bigger role than host" during the this year's tournament. Worcester said that Yale President Rick Levin "took the lead in the tournament’s sponsorship drive, and helped get American Express, Aetna, First Niagara and Yale-New Haven Hospital to also agree to three-year commitments to keep the tournament going" after Pilot Pen ended its title sponsorship. Worcester said, "I would say, without a doubt that Yale is the most important partner we have" (AP, 8/21).

THINK PINK: In Hartford, Lori Riley notes 87 people -- "ages 2 to 87 -- walked and ran 25.7 miles Sunday to raise money for local breast cancer charities” at the Cybex treadmill booth. First Niagara “announced it was contributing $10,000 and the WTA gave $5,000.” The pink treadmill, which “will be signed by the players, will be auctioned off at the end of the tournament” (HARTFORD COURANT, 8/23).