The USTA announced a multi-year marketing partnership with Mercedes-Benz USA. The new partnership designates Mercedes-Benz the “Presenting Sponsor of the US Open Men’s Singles Championship” and the “Official Vehicle of the US Open,” the highest attended annual sporting event in the world.
The new four-year agreement includes a significant on-site presence at the US Open, national TV media commitments, an extensive presence on USOpen.org, and all transportation fleet services for the more than 250 athletes participating in the US Open. Mercedes-Benz also becomes a sponsor of Arthur Ashe Kids’ Day, the interactive tennis and entertainment festival that serves as the unofficial kick-off of America’s Grand Slam.
Mercedes-Benz presence at the US Open will include net post signage for all televised men’s singles matches and side court signage on the majority of tennis courts, including Arthur Ashe Stadium, Louis Armstrong Stadium and the Grandstand. The luxury automobile manufacturer expects to have several Mercedes-Benz vehicle displays on the grounds of the USTA Billie Jean King National Tennis Center, home of the US Open, to promote key vehicle models and conduct promotions with attendees. In its role as the Official Vehicle of the US Open, a fleet of Mercedes-Benz vehicles will be provided to support player transportation efforts at the Open.
The partnership includes a significant media commitment by Mercedes-Benz across the US Open’s three domestic television broadcasters – CBS, ESPN2 and Tennis Channel. Mercedes-Benz will also have a large presence on USOpen.org, the official website of the tournament. USOpen.org enjoyed a record year in 2009 with total visits topping 63 million and unique visitors up 47% vs. 2008 levels.
“Mercedes-Benz has a world-renowned reputation for excellence and innovation, which make them an ideal fit for the US Open,” said Pierce O’Neil, Chief Business Officer of the USTA. “As with all of our partners, Mercedes-Benz will play an integral role in the presentation and operation of the 2010 US Open and well into the future.”
“The partnership with the USTA aligns with our strategy to place Mercedes-Benz at the forefront of marquee events,” said Stephen Cannon, Vice President of Marketing for Mercedes-Benz USA. “The Open takes place in one of our most important markets and is an unrivaled opportunity to uniquely connect with fans and attendees.”
The 2010 US Open will be held Monday, August 30 through Sunday, September 12. Arthur Ashe Kids’ Day presented by Hess, a full-day tennis and music festival for children and families, will take place Saturday, August 28. The US Open is the highest annually attended sporting event in the world with more than 720,000 fans. The 2009 US Open received record viewership on CBS Sports, ESPN2 and Tennis Channel. International broadcasts of the US Open reached more than 180 countries. In 2009, Juan Martin del Potro won his first US Open singles title and Kim Clijsters capped her return to the game with her second US Open title.
Mercedes-Benz USA, headquartered in Montvale, New Jersey, is responsible for the sales, marketing and customer service for all Mercedes-Benz and Maybach products in the United States. MBUSA offers drivers the most diverse line-up in the luxury segment with 12 model lines ranging from the sporty C-Class to the flagship S-Class sedans and CL coupes. More information on MBUSA and its products can be found at www.mbusa.com and www.maybachusa.com.