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Having doubled sponsorship revenues over the past three years to an annual take of $30 million from the U.S. Tennis Association's 21 corporate sponsors, marketing director Pierce O'Neil still wants more. Sure, he and sponsorship chief JoAnne Fairchild are hoping to land new sponsors from the consumer electronics, overnight delivery and package-goods categories, but the new watchword is getting more from fewer sponsors.
"I see all the category slicing and dicing that goes on and just can't see how going up to like 30 sponsors would help us, because then you get everyone stepping on each other," said O'Neil. "We're trying to move in the other direction and get more [sponsorship activation], especially offsite [from the U.S. Open in New York] and off-season with the USTA's other programs."
Next year, look for a possible expansion of AmEx's Guest Services booth into New York City off-site locations, while O'Neil would...