IBM Breaks Effort Around U.S. Open

NEW YORK IBM, a United States Tennis Association sponsor and exclusive technology provider for the U.S. Open tournament, today launched a campaign around the Grand Slam event that extends the client’s corporate “On demand” message.

IBM will cover the Reuters board in Times Square for 20 hours per day for the two-week duration of the event, which starts today.

“The chair ump will click on a handheld who got the last point, and that will go to Times Square, so people can see the scores changing. That’s what on demand is all about,” said Rick Singer, director of worldwide sponsorship marketing at IBM. In addition, advertising vans will roam the New York streets, also running scores and standings.

Via WPP Group’s Ogilvy & Mather in New York, IBM is rolling out a print ad in Sports Illustrated and other weeklies with the tagline “The U.S. Open is on,” a nod to the overall “On demand” positioning. Online banners will enable users who click on them to get game-by-game scores, match schedules, or a backstage tour of IBM’s technology at the Open.

IBM is also the tech partner and sponsor of the French and Australian Opens, as well as the PGA Tour, the NFL and Cirque du Soleil.