The U.S. Open, which starts today, has become a "must-buy for advertisers looking to reach one of the most affluent audiences outside of golf," but "in an interesting twist, host network ESPN this year has begun what may be characterized as a democratization of the U.S. Open's marketing mix," according to Anthony Crupi of AD AGE. The presence of Serena Williams and her ongoing calendar-year Grand Slam quest "guarantees a significant number of minority viewers." For example, when she defeated Victoria Azarenka in the '13 final, African-Americans "accounted for 28% of CBS' overall deliveries." ESPN "is capitalizing on the Open's fluid demographics by signing on a number of advertisers that had never before bought time in the tournament." In addition to official U.S. Open sponsors JPMorgan Chase, IBM, American Express, Citizen and Mercedes-Benz, "newcomers like Dick's Sporting Goods are buying inventory within the live matches and opting in for other opportunities in and around the Open." Dick's "will serve as a presenting sponsor of ESPN's daytime coverage, and will back 'Serving Youth,' a custom feature designed to encourage kids to pick up a racket." Beats Audio "is buying time in the live simulcasts streaming on the WatchESPN app." Beats "is a familiar brand to fans of the NFL, NBA and their respective collegiate counterparts, but has not attached itself to the Open before." However, ESPN on Friday confirmed that Geico "would sit out the final fortnight of the USTA season." While the net did not comment further on the matter, ESPN Exec VP/Global Multimedia Sales Eric Johnson said ESPN had "exceeded all expectations" on the ad sales front. iSpot.tv estimates show that Geico "was the fourth biggest investor in the 2014 Open," spending some $2.1M over the course of the tourney. Another first-time backer of ESPN's Open coverage, N.Y.-based Voya Financial, "will sponsor the network's freeD replay technology" (ADAGE.com, 8/28).
WHAT IS IN A NUMBER?: In N.Y., Claudia Rankine cited London School of Marketing data as showing that only two women were "in its Top 20" ranking of the world's most marketable sports stars: Maria Sharapova (12th) and Williams (20th). Int'l Tennis HOFer and ESPN analyst Chris Evert said, "The corporate world still loves the good-looking blond girls." Williams said of her ranking, "If they want to market someone who is white and blond, that’s their choice. I have a lot of partners who are very happy to work with me. I can’t sit here and say I should be higher on the list because I have won more." Williams said of Sharapova being ranked higher despite having won fewer titles, "I’m happy for her, because she worked hard, too. There is enough at the table for everyone." She added, "We have to be thankful, and we also have to be positive about it so the next black person can be No. 1 on that list. Maybe it was not meant to be me. Maybe it’s meant to be the next person to be amazing" (N.Y. TIMES MAGAZINE, 8/30).
DAMN, GIRL: TENNIS magazine's Jonathan Scott noted in a new minute-plus clip titled #BeSerena, "a host of famous types sound off" on Williams' numerous accomplishments. Many of them "are her cronies, including Caroline Wozniacki and Eva Longoria." Others "get in on the fun, including Jennifer Hudson, Martha Stewart, Anna Wintour, Victor Cruz, Richard Sherman, Michael Strahan, and the entire Kardashian clan, replete with Caitlyn Jenner." Come "for the celeb sightings aplenty, but stay for Katie Couric saying, 'Damn, girl'" (TENNIS.com, 8/29).
