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NEW YORK — More than tennis will be available at the 2015 US Open Tennis Championships. Snack company Mondelēz International Inc. and Jacob's Creek wine will both serve as partners to this year's tournament, which takes place Aug. 31 to Sept. 13.
Mondelēz, maker of Oreo cookies and belVita breakfast cookies, has become an official promotional partner of the US Open. The agreement grants promotional rights in stores, stadium, digital media and advertising. It is part of the company's North American strategy to leverage high-profile cultural moments and events to generate significant excitement and conversations for its brands, according to the announcement.
"We're so excited to partner with the US Open, which is that rare event with strong appeal among our core targets of moms, millennials and multicultural consumers collectively," stated Stephen Chriss, senior director, North America consumer engagement and marketing services at Mondelēz International.
The recently launched Oreo Thins will be a focus of the event promotion, Mondelēz said. The company plans to leverage this sponsorship to create engaging experiences at the tournament and produce relevant content during matches that can help its brand resonate with consumers in real time.
"Our brands engage consumers where they are, and increasingly that means on digital and social media as well as through TV," Chriss added. "Our promotional partnership with a world-class event like the US Open that drives massive conversation online will enable brands such as Oreo and belVita to create captivating content that's relevant to consumers in the moment."
Jacob's Creek, meanwhile, will serve as the official wine and promotional partner in a multi-year partnership that begins this year. The Australian wine brand, a trademark of Pernod Ricard Winemakers Pty. Ltd., will offer its wines to tennis fans at multiple on-site locations throughout the US Open tournament.
A past sponsor of the Australia Open and the China Open, Jacob's Creek will cheer for world No. 1 tennis player Novak Djokovic as he competes. Djokovic is star of the Jacob's Creek "Made By" film series, which tells the story of the people, places and passions that have made Novak the champion he is today, the company said.
"Given the international audience of the US Open, partnering with a brand that has a global reputation is a great fit for our world-class event," said Lew Sherr, chief revenue officer of the United States Tennis Association [USTA]. "We are pleased to welcome Jacob's Creek to the US Open."
The partnership will provide significant on-site brand opportunities and extensive reach through the US Open's viewing figures. The full Jacob's Creek US Open 2015 activation will be revealed in the lead-up to the tournament.
"Jacob's Creek is very proud to partner with the US Open," stated Jean Christophe Coutures, chairman and CEO of Pernod Ricard Winemakers. "The sponsorship further cements our commitment to growing the Jacob's Creek brand in the USA, and this partnership is a key strategic play to deliver this. We look forward to working with USTA in the years to come."