Mercedes-Benz Inks US Open Deal

The US Open Tennis Championships has signed Mercedes-Benz USA as its new automotive sponsor, as part of a four-year deal estimated at $35 million.

Per terms of the deal, 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 will run 30-second spots during televised US Open coverage on CBS, ESPN2 and the 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.

Mercedes will also enjoy a significant presence on USOpen.org, the official Web site of the late-summer tourney.

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

The US 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.

Nielsen Business Media