The Mercedes-Benz logos appear front and center at the US Open, as seen during this match between Venus Williams, bottom, and Serena Williams. (AP Photo/Julio Cortez)
There the logos rest, adorning the net in both doubles alleys on every court of the ongoing U.S. Open, the three-point mark of Mercedes-Benz. The German automobile manufacturer has gone all-in on tennis, seen readily at the US Open and with the sponsorship of the game’s most famous athlete, Roger Federer.
“Mercedes-Benz sponsors sports and events that are in line with our customers’ passions and lifestyles,” says Monique Harrison, head of brand experience marketing at Mercedes-Benz. “Going along with our ‘Best or Northing’ mantra, we want to be associated with the top global tournaments in each respective sport and for tennis, that’s the US Open, without question.”
Along with backing athletes and tournaments with dollars that allow the brand to display logos across the venue, Mercedes-Benz has recently stepped up its efforts at those tournaments, such as the Mercedes-Benz Brand Center at the US Open. Updated ahead of the 2017 event, the brand “prides itself on having a strong on-site presence at the tournament each year” for the “most talked about sponsorship experience for all of our sports properties.”
One of the largest brand sites on the tournament grounds, what Harrison calls a “triple suite” gives customers and dealers one of the most exclusive seats in the tournament with a lounge and outdoor seating and a mix of food and beverage options. The brand center also opens to the general public as a way to introduce new products and leverage partnerships. At this 2018 center, Mercedes-Benz includes an interactive game featuring the likeness of defending champion Sloane Stephens. The game invites fans inside a glass booth to use a racket and ball to compete against Stephens in a virtual game.
The brand center shows off some of the latest models for the brand. The 2018 version highlights the Mercedes-Maybach S650, Mercedes-Benz E53 Coupe and the 2019 Mercedes-Benz A-Class Sedan. New for this year, an East Gate showroom gives fans a look at the CLS53, G550 and CLA45. “Patrons of the tournament can explore the vehicles, as well as take a photo with a giant Mercedes-Ben branded tennis ball or a tennis ball mural depicting the New York City skyline,” Harrison says.
The relationship between Mercedes-Benz and tennis has existed since 1996. As both an official sponsor and official vehicle of the US Open, the tournament and the automobile maker have extended their partnerships for more than 20 years.
The same ongoing relationship holds true for Mercedes-Benz and Federer. The two have been partners since 2008 and the current multi-year deal nets Federer a reported $5 million annually.
The connection between Federer and Mercedes-Benz undoubtedly led to the brand’s backing of the inaugural Laver Cup, led by Federer and his management company Team8. Debuting in September 2017 in Prague and bringing together some of the world’s top male tennis athletes in an exhibition, the event moves to Chicago this September, again backed by Mercedes-Benz.
The brand also sponsors the annual June MercedesCup, an ATP World Cup 250 series grass tournament, also referred to as the Stuttgart Open.
As fans continue to take in the action at the completely revamped USTA Billie Jean King National Tennis Center, there’s no escaping the sponsorship of Mercedes-Benz. Fans need look no further than the center of any US Open court.
Be the first to comment