adidas Secures Tremendous TV Exposure During Agassi’s Marathon Match to Begin The US Open

         ANN ARBOR, MI, August 29, 2006 – Andre Agassi’s farewell to professional tennis got off to a flying start at the US Open for his sponsor adidas, as the sports apparel brand amassed $227,600 of in-broadcast exposure value during USA Network’s opening-round telecast Monday night. 

          According to research conducted by Joyce Julius and Associates, which specializes in measuring the impact of sponsorships across all forms of media, adidas logos adorning Agassi’s shirt, wristbands and shoes were monitored for nine minutes, 29 seconds (9:29) through out the night’s coverage.  Pre- and post-match interviews, along with several Agassi career video highlight montages, helped pad adidas’ exposure showing.

          To determine a value for the exposure, the in-broadcast time is compared to the estimated cost of a commercial during USA Network’s primetime telecast.

         The Ann Arbor, Michigan-based Joyce Julius and Associates — which monitors more than 2,500 nationally televised sports and special event programs annually — has been measuring the impact of corporate sponsorships since 1985.