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Top -Seeded Azarenka Joins Citizen Watches For Global Marketing Swing

Special to NYSportsJournalism

August 27, 2012: Victoria Azarenka, the No. 1-ranked player on the WTA Tour entering the U.S. Open, is now among the top-ranked spokespersons for the Citizen Watch Co.

Azarenka has signed multi-year deal to become an international brand ambassador for the Citizen Eco-Drive "Unstoppable" marketing campaign. Financial terms of the alliance were not disclosed.

The deal comes as Citizen celebrates its 20th anniversary as the official timekeeper and official watch of the U.S. Open Tennis Championships, held in Flushing Meadows, New York.

The agreement with Azarenka covers territories including North and South America, the United Kingdom, Oceania and Asia. The campaign is scheduled to break in late fall and will include TV, print, digital and in-store elements.

Her endorsement deals also include American Express, Nike and Wilson.

Other Citizen Eco-Drive brand endorsers include Eli Manning of the New York Giants, two-time Daytona 500 champion Matt Kenseth, U.S. Women's Open golf champion Paula Creamer and fellow tennis star Kim Clijsters, who will retire following the U.S. Open.

Azarenka won the 2012 Australian Open Grand Slam and a bronze medal in singles and a gold in mixed doubles at the 2012 Summer Olympics.

"I admire Citizen's commitment to the international sport of tennis as a sponsor of this hard-court Grand Slam event for two decades," Azarenka said in a statement. "I also admire Citizen's watches. Citizen's wide range of watch designs means that I can always find something to fit the moment whether sporty or dressy. And their commitment to the environment with their Eco-Drive light-powered technology makes me feel good when I wear them."

"Not only is she a proven champion in her sport, but she is also an upcoming fashion icon as well as a powerful and savvy businessperson."

According to Jeffrey Cohen, president of Citizen Watch Company of America (pictured above), "[Victoria] stands out as a leader of this new generation of athletes. Not only is she a proven champion in her sport, but she is also an upcoming fashion icon as well as a powerful and savvy businessperson. As we look to the future, it is Vika's unstoppable drive that makes her the perfect Citizen Eco-Drive brand ambassador for our young consumers who relate both to her drive and her full range of talents."

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