By Barry Janoff
July 2, 2013: Esurance, the direct-to-consumer car insurance division of Allstate, has extended and expanded its sponsorship of the U.S. Open via a new deal with the U.S. Tennis Assn. that includes a heavy dose of digital media activation.
In addition, Esurance said it would sponsor six Emirates Airline U.S. Open Series events in the weeks leading up to the U.S. Open, which is scheduled for Aug. 26-Sept. 9 in New York.
Financial terms of the deal, which extends though the 2015 U.S. Open, were not disclosed.
Esurance became a U.S. Open sponsor in 2010, and will continue as the official car insurance sponsor for the event.
The new agreement includes a growing relationship with USTA digital platforms. This year, Esurance will be one of three sponsors of the "U.S. Open Social Wall," a new fan enhancement to the 2013 U.S. Open.
"Our continued partnership with the USTA provides Esurance with an incredible opportunity to engage with potential customers and millions of tennis fans," Gary Tolman, Esurance president and CEO, said in a statement. "The expansion of our digital presence at the U.S. Open aligns perfectly with Esurance's approach of providing innovative technology that empowers consumers and makes experiences better and more enjoyable."
Esurance's on-site presence at the Open will include branding exposure with courtside signage in Arthur Ashe Stadium, USTA shuttles to and from the event, select on-site maps and sponsorship of a bag-check station for the convenience of fans. The comprehensive partnership also includes media support of tournament television broadcasts and sponsorship elements surrounding Arthur Ashe Kids' Day.
The Social Wall – a 50-foot wide by 8-foot high video wall, will be located on the grounds of the USTA Billie Jean King National Tennis Center and replicated on USOpen.org. It "showcases fan passion for the tournament by centralizing and displaying the most compelling U.S. Open-related social content," according to the USTA.
Esurance will also be the presenting sponsor of the U.S. Open iPad app. This includes live streaming on the iPad app and USOpen.org, the official Web site of the U.S. Open.
The six Emirates Airline U.S. Open Series events Esurance will sponsor include:
• BB&T Atlanta Open, Atlanta, GA (men's event)
• Bank of the West Classic, Stanford, CA (women's event)
• Western & Southern Open, Cincinnati, OH (joint men's and women's event)
• Winston-Salem Open, Winston-Salem, NC (men's event)
• New Haven Open at Yale, New Haven, CT (women's event)
"Continuing to build on a successful relationship with Esurance aligns with our goal of delivering consistent, long-term value for our US Open partners," Lew Sherr, chief revenue officer for the USTA, said in a statement. "We are pleased that Esurance will help support our multitude of digital initiatives and events as we enhance the experience provided to our fans."
Other U.S. Open sponsors/partners include Chase, J.P. Morgan, American Express, Citizen, IBM, Mercedes-Benz, Heineken, Ralph Lauren, Xerox, Evian, Grey Goose, Panasonic, Weston and Moet & Chandon.
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