Mar 21, 2011 at 05:30 PM
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Lindt Unwraps Sony Ericsson Open Deal

Roger Federer's favorite Swiss chocolatier, Lindt, is a new partner of the Sony Ericsson Open in Miami, which kicks off today. As a host sponsor, Lindt will have visibility throughout the tournament on Premier Display Island, tournament signage and through a variety of in-park promotions.

Throughout the tournament, a Lindt Lindor Dream Center will be set-up inside the main gate, offering fans the opportunity to sample Lindt's Lindor Truffles, learn about the chocolate making process, and have their picture taken with a life-size replica of Federer. Lindt will also offer samples throughout the grounds, at the players' party, in media booths, stadium suites, and at four tournament partner hotels.

Lindt will provide a number of fans with courtside seat upgrades through an in-stadium "Sweet Seats" text promotion. Throughout the tournament, a variety of Lindt commercials and premium chocolate trivia will be broadcast on jumbo screens. Finally, Lindt is participating in the tournament's partnership with Foursquare, by offering FourSquare users a check-in incentive during one of the tournament days.

"This sponsorship gives us a great opportunity to showcase our brand and share the premium chocolate experience with the more than 300,000 attendees at the Open," said Thomas Linemayr, chief executive officer and president of Lindt USA. "We are excited to have a presence at the tournament, to engage with fans and help cheer on our brand ambassador, Roger Federer."

To support Lindt's push into tennis, the company is again hosting "The Perfect Match" sweepstakes at Prizes include a trip to Lindt Global HQ in Zurich, product and Federer autographed items.