Oct 26, 2009 at 02:18 PM
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Mercedes-Benz Signs 4-year, $35M U.S. Open Sponsorship

Mercedes-Benz will replace Lexus as the official automobile of the U.S. Open tennis championship, starting in 2010 and running through 2013.

"The partnership with the USTA aligns with our strategy to place Mercedes-Benz at the forefront of marquee events," said Stephen Cannon, Vice President 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."

The German automaker has committed to a significant amount of media across the U.S. Open's media partners (CBS, ESPN and Tennis Channel) and will have a large presence on usopen.org. On-site presence for Mercedes-Benz at the US Open includes net post signage for all televised men's singles matches, side court signage on the majority of tennis courts and several Mercedes-Benz vehicle displays throughout the grounds.

In addition to being the official automobile, Mercedes-Benz will be the presenting Sponsor of the US Open Men's Singles Championship and will provide player transportation for the more than 250 athletes participating in the Open.

“Mercedes-Benz has a world-renowned reputation for excellence and innovation, which make them an ideal fit for the US Open,” said Pierce O’Neil, Chief Business Officer of the USTA. “As with all of our partners, Mercedes-Benz will play an integral role in the presentation and operation of the 2010 US Open and well into the future.”

Mercedes-Benz, last year, ended its official relationship with the ATP Tour (Assoc. of Tennis Professionals), which started in 1996 and previously was title sponsor of the men's professional tournament in Los Angeles leading up to the U.S. Open.

The four-year deal is worth $35 million according to Daniel Kaplan of the Sports Business Journal.