Great coverage by Stuart Elliott of the spending and tactics of US Open sponsors, especially American Express, which says it’s becoming devoted to ‘experiential marketing’ where the audience and interact and have a more emotional experience. The percentage their budget spent on TV has dropped from 80% in 1994 to 35% in 2003. They may want rethink their story next time though–they seem to have succeeded in stealing Andy Roddick’s mojo.

NY Times: US Open Sponsors Try Their Backhands by
Stuart Elliott, photo by Librado Romero

For instance, [American Express, Canon and IBM] are making extensive use of the Internet in ways that include special Web sites and embedding live scores of matches in banner ads. Some are also sponsoring podcasts of results and commentary. The marketers are also scheduling elaborate promotional events intended to pique the curiosity of fans who may ignore conventional ads.