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Posts Tagged ‘U.S. Open’

POLL: Should Publishers Use Editorial Staff to Create Sponsored Content?

How does one go about making sponsored content that doesn’t stick out like a sore thumb? A few bold publishers are answering that question by turning to their own in-house editorial teams to get the job done.

Mashable has been writing posts for sponsors for some time, but Ad Age points out a more interesting case study: Mental Floss founder Mangesh Hattikudur’s U.S. Open live-blog/trivia session post, sponsored by IBM.

Hattikudur notes that IBM did not approve the content before publishing—and he’d planned to cover the event regardless.

The point is that content created by a publisher’s editorial staff will feel more authentic and therefore bring more value to the sponsor as readers grow increasingly skeptical of advertorials.

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Maria Sharapova’s Agent May Be Just a Little Insane

U.S. Open season is as good a time as any to consider the role of the sports super-agent. Max Eisenbud, who manages tennis sensation Maria Sharapova, is a great model for success in the business–and then some. In a rare show of openness for a PR pro, he allowed The New York Times to publish a fairly extensive profile of him and his career this week.

In case you didn’t know, Sharapova has been the top-earning female athlete in the world for eight years in a row. Harvard Business School offers a course based solely on the building of her brand.

So what about Eisenbud? Well, he’s been in the ball-and-racket game for some time. A former college tennis player, his first foray into the PR biz came while organizing college parties and concerts, but he came across Sharapova when he was 27 (she was 12) and immediately recognized her as his “meal ticket.” Eisenbud’s background makes him an ideal representative for tennis stars, and given his long history with Sharapova, it makes perfect sense that the two would have a very close relationship (she calls him “half family, half agent”).

In fact, he’s taken his success with Sharapova viral. Where did he look for next big thing? China, of course.

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Djokovic is #1, Now He Wants to Make Marketing Money

For professional athletes, it’s not enough to be on top of your game. You also have to have endorsement deals if you really want to make the big bucks.

Tennis star Novak Djokovic is having a 2011 for the record books, with 59 wins and only two losses going into the U.S. Open, which starts on Monday. Djokovic changed just about everything before going into this year: his diet, his serve, even his publicist. Now he’s the number one seeded player in the American grand slam. But he wants more.

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U.S. Open Tennis Follows A Social Game Plan

With two weeks of celebrity sightings, corporate entertaining, and lively spectators, the U.S. Open tennis tournament is a highly social sports event. Earlier this summer the U.S. Tennis Association (USTA) increased fans’ social options by launching the contest “Follow Me to the U.S. Open.

PRNewser spoke with USTA communications director, Tim Curry, and marketing director, Nicole Jeter West, about the contest, attracting international attendees, and plans for the final match taking place on 9/11.

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