\n
Finance brands flock to tennis like bees to honey\u2014or perhaps a Honey Deuce.<\/p>\n
American Express and JPMorgan Chase have been US Open partners for decades, and at least one other finance brand, Morgan Stanley, is advertising around the tournament this year. At other tennis events and throughout the calendar year, financial services companies are similarly prominent.<\/p>\n
Why? At first glance, it might seem obvious: Tennis has a reputation for being somewhat of a premium experience, and tends to be a passion point among the target audience for financial institutions, several marketers told Marketing Brew. But one of the main draws for finance brands is that it\u2019s not<\/em> as exclusive as it once was, especially the US Open, which has a fairly wide-ranging audience that is only growing: Last year\u2019s tournament saw more than 957,000 fans, a Grand Slam record.<\/p>\n\u201cI think that the US Open fan, the audience demographic, is broadening,\u201d Kate Schoff, managing director of sports and entertainment marketing at longtime US Open partner JPMorgan Chase, said. \u201cYou have a real core tennis fan, but the majority of people, I would argue, that attend the US Open, are actually not your true, core tennis fan, or that typical demographic that you associate with that core tennis fan. It is so much more. It\u2019s an entertainment event.\u201d<\/p>\n
With multiple brands playing the same game\u2014and even the same tournament\u2014capturing audience attention might be about as hard as winning a Grand Slam. Here\u2019s how a few of the companies marketing around the US Open are trying to pull it off.<\/p>\n
Are you not entertained?<\/h2>\n
The US Open isn\u2019t like the other Grand Slams, marketers pointed out. Shiz Suzuki, VP of global brand sponsorships and experiential marketing at American Express, a US Open partner since 1994, said \u201cit\u2019s almost like a food and wine festival on the grounds\u201d rather than solely a tennis tournament.<\/p>\n
\u201cAll the Grand Slams have their own personalities, and the US Open is the spectacle,\u201d Schoff said. \u201cIt\u2019s the entertainment event with a side of tennis. It\u2019s about the loud nights under the lights. It\u2019s about the food and beverages\u2026It\u2019s about so much more than tennis.\u201d<\/p>\n
\u201cThe US Open,\u201d she added, \u201cjust embodies the whole spirit of New York City, and it comes to life in the context of a tennis event.\u201d Maybe that\u2019s why the brand activations at the tournament aren\u2019t looking very demure.<\/p>\n
American Express \u201cshows up in some of the biggest and loudest ways at this event,\u201d Suzuki said, including hosting \u201cglow tennis\u201d games, collaborating with Ralph Lauren on exclusive merch, and partnering with Van Leeuwen on a limited edition Match Point Mint Chip x AmEx ice cream.<\/p>\n
JPMorgan Chase, meanwhile, teamed up with Pier 17 in lower Manhattan, a subway ride away from where the US Open is hosted at the USTA Billie Jean King National Tennis Center in Flushing Meadows, Queens, to offer its Sapphire Reserve cardmembers a chance to book courts on the rooftop venue or take a clinic with 2003 US Open men\u2019s singles champ Andy Roddick, Schoff said.<\/p>\n
\n
\n
Get marketing news you’ll actually want to read<\/h5>\n
Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n
While Morgan Stanley is unable to sponsor the US Open due to the tournament\u2019s existing agreements with other finance brands, according to CMO Alice Milligan, that doesn\u2019t mean it can\u2019t advertise around the event. This year, it\u2019s wrapping the 7 train, which goes to Flushing Meadows, in an ad that\u2019s part of a campaign with brand partner and 2021 US Open women\u2019s singles finalist Leylah Fernandez, Milligan said.<\/p>\n
Morgan Stanley\u2019s work across tennis, including as an official partner of the Women\u2019s Tennis Association and the presenting sponsor of the ESPN docuseries In the Arena: Serena Williams<\/em>, has meant that \u201cthe firm is appealing to a much broader audience,\u201d including Gen Z, Milligan said. It\u2019s also not hurting with \u201chigh net-worth tennis enthusiasts,\u201d she added.<\/p>\nTough competition<\/h2>\n
With multiple financial institutions tying up with the US Open and tennis in general, it can be tricky for marketers to help make their brands stand out.<\/p>\n
The JPMorgan Chase team tries not to be swayed by what competitors may be doing, Schoff said, instead sticking to its own brand values and trying to find common ground between those and the US Open. The company tries to meet attendee needs by providing things like mobile chargers for everyone on the grounds and an air-conditioned space, The Chase Lounge, with complimentary food and drink for its customers.<\/p>\n
American Express\u2019s approach is more focused on aligning with New York culture, Suzuki said, which includes being big and loud and offering something for everyone, even non-cardmembers. Its 20,000-square-foot American Express Fan Experience, which includes the aforementioned glow tennis and a ball customization station, is open to everyone, although the second level is reserved for card members.<\/p>\n
\u201cAt the end of the day, I want people to leave an incredible event and experience like the US Open and say, \u2018Wow, that experience that I just had was even better because of American Express,\u2019\u201d Suzuki said.<\/p>\n
For Morgan Stanley, Milligan said she hopes the subway ads are visible and unique enough to stand out. Plus, the company is active in the tennis space year-round, trying to gain favor with fans of the sport by hosting community service events, investing in the women\u2019s game, and showing up at tennis tournaments around the world.<\/p>\n
\u201cTennis is a very significant platform for us,\u201d Milligan said. \u201cFor us, it has been a big investment, a big commitment, but we feel it\u2019s an important space to play in.\u201d<\/p>\n<\/div>\n
Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Finance brands flock to tennis like bees to honey\u2014or perhaps a Honey Deuce. American Express and JPMorgan Chase have been US Open partners for decades, and at least one other finance brand, Morgan Stanley, is advertising around the tournament this year. At other tennis events and throughout the calendar year, financial services companies are similarly […]<\/p>\n","protected":false},"author":1,"featured_media":21478,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-21477","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
Finance brands\u2019 love affair with tennis, explained | Brandiary<\/title>\n<meta name=\"description\" content=\"Finance brands flock to tennis like bees to honey\u2014or perhaps a Honey Deuce.American Express and JPMorgan Chase have been US Open partners for decades, and\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mysourcefunding.com\/?p=21477\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Finance brands\u2019 love affair with tennis, explained | Brandiary\" \/>\n<meta property=\"og:description\" content=\"Finance brands flock to tennis like bees to honey\u2014or perhaps a Honey Deuce.American Express and JPMorgan Chase have been US Open partners for decades, and\" \/>\n<meta property=\"og:url\" content=\"https:\/\/mysourcefunding.com\/?p=21477\" \/>\n<meta property=\"og:site_name\" content=\"Brandiary\" \/>\n<meta property=\"article:published_time\" content=\"2024-08-27T21:50:24+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-08-27T21:50:26+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2024\/08\/1724795425_166313648d7a0da5269cf83ad81e04b015ce03ac-1500x1000.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"News Room\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"News Room\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=21477#article\",\"isPartOf\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=21477\"},\"author\":{\"name\":\"News Room\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4\"},\"headline\":\"Finance brands\u2019 love affair with tennis, explained\",\"datePublished\":\"2024-08-27T21:50:24+00:00\",\"dateModified\":\"2024-08-27T21:50:26+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=21477\"},\"wordCount\":982,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/mysourcefunding.com\/#organization\"},\"articleSection\":[\"Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/mysourcefunding.com\/?p=21477#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=21477\",\"url\":\"https:\/\/mysourcefunding.com\/?p=21477\",\"name\":\"Finance brands\u2019 love affair with tennis, explained | Brandiary\",\"isPartOf\":{\"@id\":\"https:\/\/mysourcefunding.com\/#website\"},\"datePublished\":\"2024-08-27T21:50:24+00:00\",\"dateModified\":\"2024-08-27T21:50:26+00:00\",\"description\":\"Finance brands flock to tennis like bees to honey\u2014or perhaps a Honey Deuce.American Express and JPMorgan Chase have been US Open partners for decades, and\",\"breadcrumb\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=21477#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/mysourcefunding.com\/?p=21477\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=21477#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/mysourcefunding.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Finance brands\u2019 love affair with tennis, explained\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/mysourcefunding.com\/#website\",\"url\":\"https:\/\/mysourcefunding.com\/\",\"name\":\"Brandiary\",\"description\":\"Latest Business and Startup News and Updates\",\"publisher\":{\"@id\":\"https:\/\/mysourcefunding.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/mysourcefunding.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/mysourcefunding.com\/#organization\",\"name\":\"Brandiary\",\"url\":\"https:\/\/mysourcefunding.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png\",\"contentUrl\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png\",\"width\":381,\"height\":100,\"caption\":\"Brandiary\"},\"image\":{\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4\",\"name\":\"News Room\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png\",\"contentUrl\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png\",\"caption\":\"News Room\"},\"sameAs\":[\"https:\/\/mysourcefunding.com\"],\"url\":\"https:\/\/mysourcefunding.com\/?author=1\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Finance brands\u2019 love affair with tennis, explained | Brandiary","description":"Finance brands flock to tennis like bees to honey\u2014or perhaps a Honey Deuce.American Express and JPMorgan Chase have been US Open partners for decades, and","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/mysourcefunding.com\/?p=21477","og_locale":"en_US","og_type":"article","og_title":"Finance brands\u2019 love affair with tennis, explained | Brandiary","og_description":"Finance brands flock to tennis like bees to honey\u2014or perhaps a Honey Deuce.American Express and JPMorgan Chase have been US Open partners for decades, and","og_url":"https:\/\/mysourcefunding.com\/?p=21477","og_site_name":"Brandiary","article_published_time":"2024-08-27T21:50:24+00:00","article_modified_time":"2024-08-27T21:50:26+00:00","og_image":[{"width":1200,"height":630,"url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2024\/08\/1724795425_166313648d7a0da5269cf83ad81e04b015ce03ac-1500x1000.jpg","type":"image\/jpeg"}],"author":"News Room","twitter_card":"summary_large_image","twitter_misc":{"Written by":"News Room","Est. reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/mysourcefunding.com\/?p=21477#article","isPartOf":{"@id":"https:\/\/mysourcefunding.com\/?p=21477"},"author":{"name":"News Room","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4"},"headline":"Finance brands\u2019 love affair with tennis, explained","datePublished":"2024-08-27T21:50:24+00:00","dateModified":"2024-08-27T21:50:26+00:00","mainEntityOfPage":{"@id":"https:\/\/mysourcefunding.com\/?p=21477"},"wordCount":982,"commentCount":0,"publisher":{"@id":"https:\/\/mysourcefunding.com\/#organization"},"articleSection":["Marketing"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/mysourcefunding.com\/?p=21477#respond"]}]},{"@type":"WebPage","@id":"https:\/\/mysourcefunding.com\/?p=21477","url":"https:\/\/mysourcefunding.com\/?p=21477","name":"Finance brands\u2019 love affair with tennis, explained | Brandiary","isPartOf":{"@id":"https:\/\/mysourcefunding.com\/#website"},"datePublished":"2024-08-27T21:50:24+00:00","dateModified":"2024-08-27T21:50:26+00:00","description":"Finance brands flock to tennis like bees to honey\u2014or perhaps a Honey Deuce.American Express and JPMorgan Chase have been US Open partners for decades, and","breadcrumb":{"@id":"https:\/\/mysourcefunding.com\/?p=21477#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/mysourcefunding.com\/?p=21477"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/mysourcefunding.com\/?p=21477#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/mysourcefunding.com\/"},{"@type":"ListItem","position":2,"name":"Finance brands\u2019 love affair with tennis, explained"}]},{"@type":"WebSite","@id":"https:\/\/mysourcefunding.com\/#website","url":"https:\/\/mysourcefunding.com\/","name":"Brandiary","description":"Latest Business and Startup News and Updates","publisher":{"@id":"https:\/\/mysourcefunding.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/mysourcefunding.com\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/mysourcefunding.com\/#organization","name":"Brandiary","url":"https:\/\/mysourcefunding.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/","url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png","contentUrl":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png","width":381,"height":100,"caption":"Brandiary"},"image":{"@id":"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4","name":"News Room","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/image\/","url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png","contentUrl":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png","caption":"News Room"},"sameAs":["https:\/\/mysourcefunding.com"],"url":"https:\/\/mysourcefunding.com\/?author=1"}]}},"_links":{"self":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/21477","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=21477"}],"version-history":[{"count":1,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/21477\/revisions"}],"predecessor-version":[{"id":21479,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/21477\/revisions\/21479"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/media\/21478"}],"wp:attachment":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=21477"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=21477"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=21477"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}