Esurance will stop sponsoring the U.S. Open following this year's tournament but is planning a significant campaign around the event. It also appears the company will continue sponsoring Victoria Azarenka and the Bryan brothers.
The online insurance brand is shifting its focus to league sports like MLB and NBA. But at least for the two weeks of the U.S. Open, it is decking the grounds and New York City with advertising, as well as filling television screens with tennis-themed commercials.
"We will have a strong presence this year, including a new TV spot with the Bryan Brothers as part of the 'Sorta You' campaign, branding on-site, branded busses running throughout Manhattan and back and forth to [the tournament] and other activations," said Chris Lee, director of brand partnerships and social engagement.
He also indicated that the company's decision not to extend its agreement was done on amicable terms. It began sponsoring the U.S. Open in 2010, and is also a sponsor of the Emirates Airline U.S. Open Series.
"We’ve had a great, long-standing relationship with the USTA," Lee said.
The U.S. Open has, however, signed up a new sponsor in Mondeléz, along with partnerships with more than a dozen companies including Chase, Emirates, and IBM.
The U.S. Open generates more than $200 million annually, the highest of the Grand Slams.