This association is the most significant sports marketing partnership in the company’s 37-year history. The four-year landmark partnership will include the creation of an official shirt designed by Ralph Lauren, which will outfit all on-court officials including ballpersons and line judges.
Other on-site visibility will include ring signage in Arthur Ashe Stadium as well as a presence on the video and electronic message boards throughout the grounds.
Polo Ralph Lauren and the USTA will create a retail presence to be open for the duration of the tournament. Initial plans are for co-branded US Open/Polo Ralph Lauren merchandise to be sold at select retail stores.
The USTA and Polo Ralph Lauren will jointly develop broad marketing and activation programmes to support their new partnership. Polo Ralph Lauren will have a major online presence on USOpen.org and will feature US Open apparel at Polo.com and USOpen.org.
Additional components of the advertising and marketing campaign are to be announced shortly.
“This partnership creates a new, worldwide platform for the integration of fashion and sport - all part of the unique appeal of tennis,” said Arlen Kantarian, chief executive, Professional Tennis, USTA. “Polo Ralph Lauren will bring a new dimension of style to the US Open.”
Polo Ralph Lauren has also signed a contract with Scott Oudsema, the three-time junior Grand Slam doubles winner, to represent the Ralph Lauren tennis brand in their upcoming advertising campaign.
