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  • New energy for a classic tournament

    Mercedes-Benz wanted to maximize their investment as the new title sponsor of a classic Los Angeles-based men’s USTA tournament. So FreeAssociates was asked to develop a sophisticated, but hard-hitting campaign.

    Our solution for The Mercedes-Benz Cup was to create a wild juxtaposition of champion tennis players’ features that creates a fifthface. It felt like action. Like challenge. And the look could be adjusted from year to year (or injury to injury) to allow for player changes while still maintaining a strong, ongoing identity. The campaign was extended to advertising, promotional tools, event materials, clothing and street banners.

    The result: The striking image was instantly recognizable and drew a powerful, positive reaction from L.A. area fans. The tournament achieved record ticket sales and attendance, while the campaign showed both its adaptability and its effectiveness for seven >>

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    successful seasons. When the sponsor changed again we continued to develop stellar campaigns for a total of thirteen fabulous tennis seasons.
 

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Westside Pavilion
 
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