Cadillac signed a multiyear sponsorship deal with the United States Tennis Association (USTA), replacing Mercedes-Benz as the official vehicle sponsor of the US Open tennis tournament.
Cadillac’s sponsorship takes effect beginning with the 2022 US Open, where the luxury marque will be well-represented around the USTA Billie Jean King National Tennis Center. Displays will feature the all-new battery electric Lyriq, along with a “Cadillac Showroom,” which is a 3,000 square-foot “experiential” space. Inside this space, visitors will be able to attend the Cadillac Electriq Theater, which shows off the luxury marque’s plans for an all-electric future.
The monochromatic Cadillac crest will also be prominently featured on the nets of all competition courts, which includes all stadium courts. The luxury marque will also provide a fleet of vehicles that will serve as transportation for more than 250 players.
“The US Open and Cadillac are a perfect match,” said Deanne Pownall, Managing Director, Corporate Partnerships, USTA. “Cadillac is an iconic American luxury brand with a commitment to excellence, innovation and equality. The US Open Tennis Championships is the biggest and boldest tennis tournament and will provide Cadillac with a spectacular showcase to demonstrate its bold vision to fans on-site and around the world.”
Additionally, attendees who drive their Cadillac vehicle to the US Open will be treated to complimentary parking in select paid lots around the tennis center. The luxury marque will sponsor both the day and night sessions, giving some lucky fans the opportunity to view the tournament from premium front row seats. The first 10,000 fans to attend the night session on September 2nd will receive a hat featuring Cadillac’s latest marketing phrase, “Be Iconic.”
The US Open kicks off with Fan Week on August 23rd, while the tournament will take place August 29th through September 11th.