Mercedes signe avec l’US Open

Pour les 4 prochaines années, le groupe allemand apparaîtra sur les filets des matchs du tableau masculin de l'US Open, en remplacement de Lexus.

EDIT: Mercedes-Benz devient donc le "Transporteur Officiel de l'US Open" ainsi que le "Presenting Sponsor" de la compétition masculine de cette manche du Grand Chelem.

Avec ce partenariat d'une valeur avoisinant les 23.5 millions d'euros, c'est l'organisation de l'US Open qui se frotte les mains puisque le précédent deal avec Lexus tournait aux alentours de 16 millions d'euros sur 3 ans, soit une belle plus-value en temps de crise, ce qui est bien évidemment une bonne nouvelle pour l'état de santé du sponsoring sportif.

Mercedes-Benz sera en charge du transport de quelques 250 joueurs durant le tournoi, ce qui peut laisser présager de belles activations, comme le programme qu'avait développé Peugeot autour de la dernière édition de Roland-Garros, avec l'utilisation d'une de ses voitures pour transporter les joueurs et recueillir leurs sentiments et leurs réponses aux question posées grâce à un dispositif de caméra embarquée. De plus, avec les quelques 700 000 personnes qui emprunteront les travées de Flushing Meadows, on pourra imaginer que Mercedes-Benz ne se contentera pas uniquement des espaces de visibilité sur les courts. 

On sait d'ores et déjà que Mercedes Benz deviendra sponsor du "Arthur Ashe Kids' Day", un événement mêlant tennis, musique et entertainment et qui a vu, l'année dernière, la présence de Will Ferrell & Andy Roddick.

Ce partenariat entre Mercedes et l'US Open sera aussi renforcé par un plan média conséquent sur les 3 média principaux qui retransmettront la compétition, à savoir CBS, ESPN2 et Tennis Channel.

PgaTopBanner Avec ce deal, Mercedes renforce sa présence aux USA et dans les grands événements sportifs. 

Après être devenu Sponsor Officiel du PGA des Etats-Unis (golf), profitant d'un "PGA Performance Center" durant les 91èmes Championnats PA, un showroom retraçant 8 générations de Mercedes Classe E et d'histoire du golf avec des illustrations, vidéos, interviews, etc. Ce lieu permet donc à Mercedes de prouver l'adéquation entre la marque et le golf, en mettant en avant l'innovation, la précision et la classe, des valeurs communes au golf.


Ces deux exemples mais aussi le partenariat entre le constructeur allemand et la Fashion Week montrent que Mercedes-Benz a choisi le sponsoring pour se rapprocher de ces cibles via des partenariats "haut de gamme" et uniques.

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