Ford Motor Co.'s Lincoln brand inked a five-year deal with the U.S. Tennis Association that, among other things, includes being exclusive domestic auto advertiser during the U.S. Open on CBS. Neither side would reveal terms of the deal, estimated to be worth more than $10 million. Starting next year, the luxury auto nameplate becomes the exclusive sponsor of U.S. League tennis, which Lincoln says will provide a local-market link for its dealers. Lincoln will start advertising its tennis tie-in in TV and print ads arriving late in the second quarter from Y&R Advertising, Irvine and San Francisco, Calif. Irvine-based Lincoln said the deal will help reposition the brand as more hip in its quest to appeal to younger buyers.
Copyright May 2000, Crain Communications Inc.