US Open drives vehicle partnership with Cadillac

The USTA and Cadillac have agreed on a multi-year sponsorship for Cadillac to serve as the official vehicle of the US Open.


Beginning at 2022 US Open, Cadillac will have a significant on-site presence at the USTA Billie Jean King National Tennis Center, including a prominent display of the first-ever all-electric Cadillac, the Cadillac LYRIQ*, and the ‘Cadillac Showroom,’ a 3,000-square-foot experiential space that will house the Cadillac ELECTRIQ Theater and showcase the brand’s vision for an all-electric future. Cadillac’s white crest will also be featured on the nets of all competition courts during the tournament, including all stadium courts. Cadillac will also provide vehicles to serve as the US Open’s official tournament transportation fleet that will serve more than 250 players.


“The US Open and Cadillac are a perfect match,” said Deanne Pownall, Managing Director, Corporate Partnerships, USTA. “Cadillac is an iconic American luxury brand with a commitment to excellence, innovation and equality. The US Open Tennis Championships is the biggest and boldest tennis tournament and will provide Cadillac with a spectacular showcase to demonstrate its bold vision to fans on-site and around the world.


“We are thrilled to be welcoming Cadillac to the US Open as a major sponsor that will electrify the fan experience and play an important role in the overall operation of the tournament for many years to come.”

In keeping US Open tradition, Cadillac owners who drive to the US Open will receive complimentary parking in select paid lots around the facility. The new partnership will be celebrated on Friday, Sept. 2, where Cadillac will sponsor both the day and night sessions anc provide lucky fans with a front-row, courtside seat upgrade. During the evening session, the first 10,000 fans will receive a Cadillac “Be Iconic” hat.


“At Cadillac’s core is the desire to champion each of us to become the most aspirational and bold version of ourselves. As an organization, the USTA also champions people and organizations that are bold and disruptive, and working towards a better future,” said Melissa Grady Dias, Global Chief Marketing Officer, Cadillac. As one of the four majors, the US Open is one of the most culturally relevant tennis events – with a bold footprint, diverse and inclusive player roster and best-in-class fan base and experiences. As the official vehicle of the US Open, we are excited to leverage this hallmark event to mark the arrival of the Cadillac LYRIQ and our brand’s all-electric future in an equally bold way.”

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