27th April 2004: American Express today announced a multi-year agreement with the All England Lawn Tennis Club (AELTC), expanding the company’s world-wide commitment to tennis.
The new sponsorship Official Supplier agreement will include a series of programmes and marketing initiatives intended to boost awareness and build excitement for Tthe 2004 Wimbledon Championships. Effective from the start of the 2004 Wimbledon Championships tournament, American Express will be the Official Card of Tthe Championships.
American Express will support the sponsorship Official Supplier programme through a 360 degree or ‘surround’ advertising, marketing and public relations campaign designed to reach customers through a variety of touch points, both on and off-site. Exclusive privileges will range from providing access to Championship Debenture tickets to offering a gift with purchase for all customers using their American Express Ccard on-site. All communications will incorporate messages from the American Express Long Live Dreams brand campaign.
The 2004 Wimbledon Championships become the third Grand Slam tennis event sponsored at which by American Express is the Official Card. The company is in its tenth year of sponsoring the US Open and has a multi-year agreement with the Australian Open.
The Wimbledon Championships are one of the most popular and prestigious sporting events in the world and last year attracted just over 470,000 spectators to the grounds. In addition, The Championships were viewed by approximately 1.8 billion world-wide in over 5,000 hours of broadcast coverage.
Rob McCowen, Marketing Director from the AELTC; ‘The All England Club is delighted to welcome American Express as the Official Card of the Championships, Wimbledon. We see this as an important association between two international brands and further reinforces American Express’ commitment to tennis.’
Speaking about the new partnership Katherine Whitton, Head of Product Management, American Express, explains; ‘Wimbledon is one of leading international sports events and our association supports our Long Live Dreams brand campaign. We hope that our partnership with Tthe AELTC will enhance and add value to the Wimbledon experience for on site spectators and off site tennis fans alike and allow us to communicate the benefits of being an American Express Cardmember in a entertaining way’.
‘Wimbledon is one of the leading global sporting events and our association supports our Long Live Dreams brand campaign. We hope that our partnership with the AELTC will enhance and add value to the Wimbledon experience for on site spectators and off site tennis fans alike and allow us to communicate the benefits of being an American Express Cardmember in an involving and powerful way.’
For additional information please contact:
Ann Tyrer
Hill & Knowlton
T: 020 7413 3060
E: atyrer@hillandknowlton.com
Jacquie Goozee
American Express
T: 020 7976 4677
E: jacqueline.a.goozee@aexp.com