I attended the US open last Thursday night with some friends and we had the privilege of watching Andre Agassi win over Marcos Bagdatis. In between games and during the forced television commercial breaks, my friend Rob and I took notice of the sponsors around the court.
Some of the most noticable were: Chase, IBM, Lexus American Express, and Olympus Cameras. Strangely enough, George Foreman was also a main sponsor of the event (the official electric grill of the US Open perhaps?). Foreman was smart to snatch category exclusivity.
By far the most memorable advertisement was the Lexus logo on the actual net. Despite it’s almost obxoxious, in-your-face positioning, the logo appeared to fit seemlessly. It didn’t bother me at all. Moreover, the logo will achieve even greater reach through television exposure. Although Lexus probably paid an arm and a leg to have their “L” on the net, they are clearly the winner when it comes to brand recognition at the US Open.
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September 3, 2006
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