In the past, Moet & Chandon has been associated with high-end sporting events like the Le Mans auto race, and yacht challenges like the Louis Vuitton Cup and the America’s Cup. But in 2011, the high-end champagne brand is taking its sporty connection one step further. Moet & Chandon is now the official sponsor of the US Open. This sponsorship marks Moet & Chandon’s entry into competitive tennis in America. Ludo dePlessis, VP of Moet & Chandon US, said, “The partnership forays the brand into a scene that is synonymous with success, glamour & charity – three arenas where Moët & Chandon’s rich heritage lies.”
As the only champagne sponsor of the US Open, Moet & Chandon will have access to an on-site luxury suite at the sporting venue in Queens, New York. The luxury suite will have two functions. First, this is where all the celebrations will be held. Second, Moet & Chandon will be organizing a special charity auction for “Cheers for the Champions”.
Celebrity guests will autograph special edition magnums of Moet & Chandon champagne that bear the US Open logo in crystal. These bottles will be up for auction throughout the sporting event. The proceeds will go to the United States Tennis Association Serves (USTA Serves), a program that raises funds to help children and the disabled through tennis and education.
But the charitable effort is not limited to the auction. Facebook fans of Moet & Chandon can also help contribute to the USTA Serves program. Simply visit the Facebook page of Moet & Chandon and participate in the US Open contest. All you have to do is select a player for the tournament. Each time that player wins a game, Moet will donate $1 to the USTA Serves program. A given player can be selected any number of times. For a little more fun, Moet & Chandon will post a virtual toast on your Facebook wall each time your chosen tennis pro wins a game.
Moet & Chandon is working on publicizing the event extensively. One interesting method is the Moet & Chandon Opens Doors program. This campaign involves a tie-up with 10 popular New York restaurants. Each of this restaurants in the Big Apple will be hosting live screenings of the US Open games. Tennis lovers can drop by to catch the game in a great ambience while buying Moet & Chandon champagnes by the glass. Visitors at the restaurant will also have the opportunity to win tickets to the 2012 edition of the US Open. Entries to this contest are only via iPhone.
Other luxury brands to be associated with US Open 2011 include Tiffany & Co., the New York Times, Ralph Lauren, Mercedes-Benz and J.P. Morgan. The event drew 712,976 people in 2010. More are expected this year. So Starwood Hotels and Resorts is offering special package deals to the event.
Meanwhile, Moet & Chandon will be looking to connect with more of its affluent target audience. Affluent individuals account for much of the US Open’s fan base. Moet & Chandon will be targeting this set of consumers using its sponsorship position and the huge branding opportunities that it offers.
Via: Luxury Daily
