In mid August sports drink Bodyarmor and the United States Tennis Association (USTA) unveiled a new multiyear partnership which saw Bodyarmor Lyte installed as the official sports drink of the US Open Tennis Championships.
With the 2020 tournament taking place between 31 August and 13 September, the new sponsorship sees Bodyarmor products distributed to players at US Open matches and practices and branding distributed around the USTA Billie Jean King National Tennis Center.
The sports beverage brand will do additional digital marketing, social integrations, PR and retail events with Team Bodyarmor athletes and partners. Tennis champion Naomi Osaka will represent the brand at the refurbished tennis court facilities as part of an effort to inspire young athletes in her local Queens community.
The activation was led by the Osaka ‘Only You’ spot rolled out in mid August.
It will continue through the tournament with match related content deployed across the brand’s digital and social channels.
It’s all happening.
Proud to be the Official Sports Drink of the #USOpen pic.twitter.com/AKvak1XcNy
— BODYARMOR (@DrinkBODYARMOR) August 31, 2020
Comment:
Bodyarmor, now partially owned by Coca-Cola, has featured numerous sports stars in its recent Team Bodyarmor campaign including Osaka, James Harden, Mike Trout, Megan Rapinoe, Dustin Johnson, Carlos Vela and Skylar Diggins-Smith – and this new tie-up continues the brand’s trend of linking with sports and sports stars.
This followed previous sports campaigns ranging from its 2019 ‘Now That’s America’ with Megan Rapinoe (see case study) to its 2019 NBA Playoff related work Harden (see case study).
The objective here is for Bodyarmor to align its product as the hydration source for tennis players and to reach a wide audience of tennis-hungry fans at home through digital and television channels (which could notch up big viewing figures for the 2020 tournament as it is being played without fans in the stadium due to the pandemic).
Indeed, pent up demand for professional sports broadcasting following Covid cancellations has driven sports TV audiences to record numbers during the late summer.
For example, CBS Television Network’s live airing of the 2020 World Team Tennis Finals match was the most watched in the league’s 45-year history.
The US Open, one of four global tennis Grand Slam events, is the largest tennis event in the country and is also supported by official brand partners Mercedes, IBM, American Express and Chase.
Links:
BodyArmour
https://www.drinkbodyarmor.com/
https://twitter.com/drinkbodyarmor
https://www.instagram.com/drinkbodyarmor/
https://www.facebook.com/drinkbodyarmor
https://www.youtube.com/user/DrinkBODYARMOR
US Open/USTA
https://www.facebook.com/usopentennis
https://www.instagram.com/usopen/
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