A ssociating with sporting events can imbue brands with emotional appeal that they cannot create on their own.”Įach brand said it would be hard-pressed to find concrete numbers showing an increase in clients, cardholders, or flights taken thanks to exposure at the U.S. It’s alive.”Īccording to Ben Shields, s enior lecturer at the MIT Sloan School of Management, “ in an era of fragmentation, sporting events are among the few shared experiences in our culture that still attract relatively large audiences, which is typically important for big brands.
It’s not just something we put in the planes. Schmid says Emirates is “one of the few, if not the only, airline that sees our brand as an investment.
#AMEX LOUNGE US OPEN FULL#
Please expand each drop down to read the full terms. Turn on any English soccer match and you’re bound to see its name plastered on jerseys or stadium signage. 2022 Terms For the American Express Program at the US Open The below sections outline the Terms of Use regarding the Card Member benefits and offer terms for the 2022 American Express Program at the US Open Tennis Championships. It sees the main draw as a desirable place to host clients and prospective clients.Įmirates chose the Open because it provides national coverage in a “noisy market.” From a media buy perspective, Schmid said it would be very expensive to reach that exposure in separate buys that aren’t part of the tournament.Įmirates is no stranger to sponsoring sporting events. Whether you’re looking for a place to rest and recharge or somewhere to catch up on work, enjoy our growing network of lounges across 130. While other brands we spoke with have been sponsoring the Open for years, Deloitte first entered the space this year (though it’s not new to the sport as it already partners with the USTA). With the American Express Global Lounge Collection® and your Platinum Card, we give you plenty, including access to 1,200+ airport lounges in over 500 airports around the world. The Chase chargers/streaming device is also a hit, as well as the Emirates seat cushions. In his years working with the USTA, Sherr has a few favorite sponsorship elements, including the headsets AmEx gives out every year that fans use to listen to commentary on the matches. Brands can “entertain high-value clients and have meaningful engagement with fans.” Sherr said the payoff is global exposure in a two-week long event that is broadcast morning to night around the world. He said brands spend in the low seven figures up to eight figures on an annual basis for sponsorships, the price of which often depends of the prominence of signage on the court, the amount of promotional space on the ground, and the extent of hospitality offered.
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