WHITE PLAINS, N.Y., April 16, 2018 - The United States Tennis Association today announced a multi-year agreement with Cheeses of Europe to become an official sponsor of the US Open Series through 2020. The new three-year partnership includes a significant presence at each of the U.S.- based Series tournaments (Atlanta, San Jose, Cincinnati, New Haven and Winston-Salem) with on-site product sampling for fans, signage in primary stadiums and select space on US Open Series digital properties.
Cheeses of Europe, a trade association that promotes French dairy farms and cheesemakers to consumers, distributors and retailers within the U.S., is known for its campaign tagline “Make it Magnifique,” which encourages consumers to “add European cheeses to any dish, recipe or occasion to take it from good to great to magnifique.”
In the inaugural year of the sponsorship, on-site product sampling for fans will feature 10-15 individual premium European cheeses including Brie, Camembert, Emmental, Comté, Bleu d’Auvergne, Triple Crème and Mimolette from such master cheesemakers as Lactalis, Interval, Savencia, Rians, Sodiaal and Isigny Ste-Mère.
Fans will also get the opportunity to learn all about each cheese and how it is made, optimal wine pairings, and where to buy the cheeses using the Cheeses of Europe app. The new US Open Series sponsor will also distribute free recipe booklets, along with a limited amount of branded cutting boards and other gifts to fans who download the Cheeses of Europe app.
“This creative partnership with Cheeses of Europe will provide an enhanced event experience across the US Open Series,” said Lew Sherr, Chief Revenue Officer, USTA. “We look forward to supporting Cheeses of Europe in developing further awareness in the U.S., as we continue to explore new ways to further engage both new and existing fans.”
“The US Open Series brings together players and fans from all over the world." said Charles Duque, Managing Director, Cniel. "For us, there couldn’t be a more perfect audience considering the Cheeses of Europe’s international collection of flavors and traditions."
The 2018 US Open Series will run July 23 through August 25.
About the US Open Series
Entering its 15th season, the world's best players on the WTA and ATP World Tour are coming together for the US Open Series. Linking seven summer WTA and ATP World Tour tournaments to the US Open, the US Open Series serves as a true “regular season” of hard court tennis. Featuring a cohesive schedule, the Series centralizes the way tennis is viewed in North America, across multiple television and digital platforms. Fans will see today's top champions go head-to-head with tomorrow's emerging stars, as storylines develop throughout the summer season. Each tournament also engages its local community with a variety of outreach initiatives, including grass-roots youth tennis clinics and activities.
About Cheeses of Europe
The Cheeses of Europe Marketing Campaign, orchestrated by Cniel (The French Dairy Inter-Branch Organization), created by Fifteen Degrees (a NYC marketing agency) and funded in part by the European Union, was designed to create awareness for the variety of European cheeses available in the U.S. market and to suggest ways that American consumers can incorporate those cheeses into their diets, recipes and lifestyles. The campaign’s goal is to increase the appeal of European cheeses and strengthen their competitive position in the growing specialty cheese category.
The USTA is the national governing body for the sport of tennis in the U.S. and the leader in promoting and developing the growth of tennis at every level -- from local communities to the highest level of the professional game. A not-for-profit organization with more than 655,000 members, it invests 100% of its proceeds in growing the game. It owns and operates the US Open, one of the highest-attended annual sporting events in the world, and launched the US Open Series, linking seven summer WTA and ATP World Tour tournaments to the US Open. In addition, it owns approximately 90 Pro Circuit events throughout the U.S. and selects the teams for the Davis Cup, Fed Cup, Olympic and Paralympic Games. The USTA’s philanthropic entity, the USTA Foundation, provides grants and scholarships in addition to supporting tennis and education programs nationwide to benefit under-resourced youth through the National Junior Tennis & Learning (NJTL) network. For more information about the USTA, go to USTA.com or follow the official accounts on Facebook, Instagram, Twitter and Snapchat.
For more information, contact:
Chris Widmaier, USTA Communications, (914) 696-7284, firstname.lastname@example.org
Eric Schuster, USTA Communications, (914) 696-7260, email@example.com
Cheeses of Europe (Fifteen Degrees)
Richard Clarke, Fifteen Degrees, (212) 545-7435, firstname.lastname@example.org