The Miami event, which will now be known as the Sony Ericsson Open, will feature players from both the WTA Tour and ATP. The first tournament under its new name will take place next March.
The tournament, owned and managed by IMG, was first played in 1985.
The deal gives the brand ‘extensive on-court brand presence, global advertising and promotional rights, top level hospitality and tickets to the championship’. It will also host an annual pre-tournament VIP party in Miami as part of its on-going commitment to raising the ‘glamour factor’ of women’s tennis.
Dee Dutta, head of marketing for Sony Ericsson said: “Two years ago, we signed our first ever global sponsorship deal with the WTA. This partnership has proven to be successful in allowing us to grow our brand presence on an international scale. This success encouraged us to expand our involvement in professional tennis and to look at ways in which we could appeal to wider audiences, including those that follow the men’s game. The announcement of the title sponsorship of the Sony Ericsson Open, one of the top five tennis tournaments in the world, is a demonstration of our commitment to these objectives.”
Butch Buchholz, chairman and founder of the tournament, added: “I know the people of South Florida and the quarter of a million people that attend the Sony Ericsson Open each March will benefit from the energy and buzz Sony Ericsson will bring to Miami and Key Biscayne. This partnership will take the Sony Ericsson Open to a new level on the international stage.”
