Lexus has replaced Lincoln Mercury as the Official Vehicle of the U.S. Open.
As part of the three-year deal, Lexus will also be the presenting sponsor of the U.S. Open Men’s Singles Championship, and will award an all-new 2006 Lexus GS 430 to the winner. The same vehicle won by the champion, and other Lexus vehicles, will be on display during the Aug. 29 through Sept. 11 tournament at the USTA National Tennis Center in Flushing, NY.
Lexus will also receive significant on-site presence, national TV media commitments, an extensive presence at USOpen.org and will provide all transportation services for the more than 250 athletes participating in the tournament. Lexus will have net post signage for all men’s singles matches in Arthur Ashe Stadium, Louis Armstrong Stadium and the Grandstand, giving it television exposure globally in 199 countries.
“We’re excited to partner with one of the nation’s premiere sporting events,” said Keith Dahl, Manager, National Events and Promotions, Lexus, in a statement. “We share a commitment to excellence and an audience that is passionate, confident and sophisticated. We’re looking forward to bringing Lexus’ signature touch to this great event.”
The U.S. Open is the single largest attended annual sporting event in the world. The final attendance of 631,800 in 2004 was the second highest of all time, and a new night session record of 23,226 was set on Sept 4. An all-time one-day attendance record of 58,538 was also set last year, on Sept. 5.
According to the USTA figures, 42% of fans that attend the U.S. Open are from outside the New York metropolitan area, and fans from all 50 states attended the 2003 U.S. Open.
Lincoln Mercury did not return calls, but said during the 2004 U.S. Open that its sponsorship drew the type of customers who drive its products.
“It is a great way to show the new products we offer out to the public, in particular in front of a lot of people at a high profile event,” Lincoln Mercury spokesman Todd Nissen told PROMO in September.
Last year, Lincoln Mercury had product placed at four stations on the tennis center grounds to give goers up to four chances to win a 2005 Mercury mariner SUV. Consumers gave their names, addresses and phone numbers to Lincoln Mercury, but only had to give an e-mail address if they wanted a digital picture taken with a replica U.S. Open trophy, which was sent to that address.
Network
