US Open Tennis Serves Up Mercedes-Benz Deal

The US Open Tennis Championships has signed Mercedes-Benz USA as its new automotive sponsor, in a four-year deal said to be worth around $35 million.

Per terms of the package, Mercedes has been designated the official vehicle of the US Open and will be identified as the presenting sponsor of the men’s singles finals. At the conclusion of each tournament, the automaker will sweeten the $1.6 million purse by presenting the men’s champion with a new Mercedes.

Along with the presenting sponsorship, Mercedes is locked in to place traditional 30-second spots in televised US Open coverage on CBS, ESPN2 and Tennis Channel. On-site presence includes net post signage for all televised men’s singles matches and side court signage on the majority of the Flushing Meadows courts, including Arthur Ashe Stadium, Louis Armstrong Stadium and the Grandstand.

As one might expect, Mercedes will also enjoy a significant presence on, the official Web site of the late-summer tourney.

Mercedes takes over the plum sponsorship from Lexus, which had served as the Open’s auto partner from 2005-2009.

The Open is a magnet for the sort of upscale consumers that are most likely to have the means to purchase a Mercedes. (Per a recent Scarborough Research report, nearly 40 percent of the audience boasts household income of $100,000 and up.)

“The partnership with the US Tennis Association aligns with our strategy to place Mercedes-Benz at the forefront of marquee events,” said Stephen Cannon, vp 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.”

Coverage of the 2010 US Open will begin Monday, August 30, on Tennis Channel. CBS will air the men’s final on Sunday, Sept. 12.

Publish date: October 26, 2009 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT