Over 700,000 tennis enthusiasts are expected to attend the 2015 U.S. Open. Most with the hope of witnessing Serena Williams claim her Grand Slam crown (winning the Australian, French, and U.S. Opens, and Wimbledon all in the same calendar year) while Mercedes-Benz, a sponsor of the sport for nearly 20 years, is hoping to convert their clout into sales through various sponsorship strategies. In addition to the Mercedes logo prominently displayed on the nets in Arthur Ashe Stadium, here are three ways they are taking sponsorship beyond the net:
- Showing Some Love
A little appreciation can go a long way in keeping consumers loyal to your brand. At the U.S. Open, drive up in your Mercedes and parking—in New York City—is free. - Playing to Their Strengths
Mercedes is a luxury brand, but they also want consumers to know they’re not exclusionary. So, their vehicles are on display at the USTA Billy Jean King National Tennis Center to give potential buyers a less intimidating way to interact with the brand. - Finding the Right Partner
Doubles tennis players choose their partners carefully and so should sponsors. Mercedes pitchman Roger Federer participates in a tennis clinic where he also speaks passionately about the brand. Talk about an ace.
Match Point Takeaway:
Taking time to cultivate partnerships with events that share like-minded values and goals will go a long way in upping your sponsorship game.
Photo Credit: Leonard Zhukovsky / Shutterstock.com
Sponsors can have a huge impact on your event. Ready to start building meaningful relationships with sponsors? Start by setting up your next event on Events.com.
