Steering 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.

What we did

Our solution for The Mercedes-Benz Cup was to create a wild juxtaposition of four champion tennis players’ features that created a fifth face. 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 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 successful years.

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


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Suite 417
Playa Del Rey
CA 90293-8745



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