WHITE PLAINS, April 16, 2018 (Press Release)
The United States Tennis Association today announced a multi-year agreement with Cheeses of Europe to become an official sponsor of the US Open Series through 2020. The new three-year partnership includes a significant presence at each of the U.S.- based Series tournaments (Atlanta, San Jose, Cincinnati, New Haven and Winston-Salem) with on-site product sampling for fans, signage in primary stadiums and select space on US Open Series digital properties.
Cheeses of Europe, a trade association that promotes French dairy farms and cheesemakers to consumers, distributors and retailers within the U.S., is known for its campaign tagline “Make it Magnifique,” which encourages consumers to “add European cheeses to any dish, recipe or occasion to take it from good to great to magnifique.”
In the inaugural year of the sponsorship, on-site product sampling for fans will feature 10-15 individual premium European cheeses including Brie, Camembert, Emmental, Comté, Bleu d’Auvergne, Triple Crème and Mimolette from such master cheesemakers as Lactalis, Interval, Savencia, Rians, Sodiaal and Isigny Ste-Mère.
Fans will also get the opportunity to learn all about each cheese and how it is made, optimal wine pairings, and where to buy the cheeses using the Cheeses of Europe app. The new US Open Series sponsor will also distribute free recipe booklets, along with a limited amount of branded cutting boards and other gifts to fans who download the Cheeses of Europe app.
“This creative partnership with Cheeses of Europe will provide an enhanced event experience across the US Open Series,” said Lew Sherr, Chief Revenue Officer, USTA. “We look forward to supporting Cheeses of Europe in developing further awareness in the U.S., as we continue to explore new ways to further engage both new and existing fans.”
“The US Open Series brings together players and fans from all over the world.” said Charles Duque, Managing Director, Cniel. “For us, there couldn’t be a more perfect audience considering the Cheeses of Europe’s international collection of flavors and traditions.”
The 2018 US Open Series will run July 23 through August 25.