marketing and commercial impacts
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By Leighton Ginn
The Desert Sun
November 20th, 2003
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Pacific Life has proven to be a valuable asset to the Indian Wells tennis tournament, and not just with its financial impact.
Earlier this week, Pacific Life picked up its option as title sponsor of the event until 2006.
Their commitment to the tournament has allowed organizers Charlie Pasarell and Raymond Moore to move their event forward while other tournaments consider selling their events.
"This is an exciting day for the Pacific Life Open, the more than 200,000 fans who attend the tournament annually and the millions more who watch on television" Pasarell said in a press release. "There are so many good things happening with the tournament, and Pacific Life's active partnership has played an important role in its growth. We are delighted to be working together for the next three years."
However, Steve Simon, the tournament's chief operating officer, said Pacific Life has done more than just write a check.
"We're excited to have them because they bring so many intangibles," Simon said.
The main intangible Simon cited was the commercial they run for the company, which provides name recognition for the event.
The special-effects commercial is a tennis match between Mark Philippoussis and Tommy Haas...