short balls – SBJ edition: FILA, U.S. Open Series Bus


More from this week’s SportsBusiness Journal:

roddick - u.s. open series tour bus

The USTA will promote the 2007 U.S. Open Series with a $3.5 million ad campaign. At least two dozen players, including Roger Federer, Maria Sharapova, James Blake, Rafael Nadal, and Andy Roddick filmed spots when the bus made a stop in La Quinta. Unfortunately, the bus won’t be travelling with the players this summer. The USTA came up with the idea too late to create a promotion program to accompany the campaign.

You can watch a version of last year’s TV ad on YouTube. And see more from last week’s backstage preview here.

bjorn borg -  Fila

Fila has plans to rehire ex-CEO Jon Epstein once it is acquired by its Korean license partner, Fila Korea. The SBJ reports that the $350 million deal will close later this month. Epstein was convicted of fraud in 2003 and stepped down from his position.

Fila needs to strategize a little better about who they have on their sponsorship roster. Currently, they have Svetlana Kuznetsova and the senioritis-plagued Kim Clijsters.


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