In partnership with the United States Tennis Association (USTA), the Puerto Rico Tourism Co. announced its sponsorship of the U.S Open taking place in New York. As part of the unspecified multi-million dollar agreement, the agency will become an official sponsor of this year’s tournament.
The sponsorship rights include integrated consumer experiential elements and substantial digital media assets and opportunities, the agency said. The Tourism Co. will have a significant on- and off-court presence and also receive certain promotional rights.
In 2012, the U.S. Open collectively reached a U.S. viewing audience of 85 million and drew more than 700,000 fans.
“Our partnership with the USTA and sponsorship of the prestigious U.S. Open represents further strengthening of Puerto Rico’s awareness within the United States,” said Tourism Co. Executive Director Ingrid Rivera.
“This sponsorship provides the Tourism Company with a unique opportunity to engage with sports fans, through sharing in and supporting their passions,” she said. “The advent of a new era for Puerto Rico makes this the ideal time to embark on our first major sponsorship in the United States. This partnership will enable us to enhance the fan experience at the US Open, by treating them to a truly Puerto Rican experience.”
Through the sponsorship, the Tourism Co. will “enhance attendees’ experiences and engage with viewers through mainstream and digital platforms and an on-site presence” during the entirety of the tournament that began Tuesday, and wraps up Sept. 9.
“We’re thrilled that the Tourism Company is teaming with the U.S. Open, and expect their unique on-site activation to really resonate with our fans,” said Lew Sherr, USTA Chief Revenue Officer.