Glam 'celeb' match entertains fans at the 2010 Sony Ericsson Open
(Thomson Reuters ONE) -
Sony Ericsson creates a 'make.believe' moment as singer Jay Sean and Spice Girl
Mel B, battle it out in an exhibition tennis match; 'Glam.Set.Match' to
celebrate the opening of the 2010 Sony Ericsson Open in Miami.
Miami FL, United States - March 23, 2010 - To celebrate the start of the 2010
Sony Ericsson Open
stars from the entertainment world unveiled their tennis talent with two of the
world's top class tennis players in an exclusive mixed doubles showdown.
Spice Girl and TV personalityMel B
male tennis star; Novak Djokovic
Money/Universal Republic recording artist; Jay Sean
and female tennis ace; Ana Ivanovic
live crowd at the home of the Sony Ericsson Open; Crandon Park.
Bringing comedy to the proceedings was Miami funnyman,Benji B
an NFL referee, giving directions as if it was an American football match!
Twinned with Real Housewives of New York, reality show star; Kelly Killoren
Bensimon
of the match as the MC.
The high-adrenaline match was hotly contested from start to finish with Mel B
and Jay Sean keeping the crowd engaged. But Jay Sean and Ana Ivanovic snuck
through to win in the closing minutes and claim the 'Glam, Set, Match' title.
Mel B commented; "Playing in this match was an amazing experience, as not only
am I really competitive when it comes to sport, but I had the chance to play
with Novak, who is undoubtedly one of the best players around right now! I love
the glamour and buzz of Miami so being here and playing tennis in front of this
fantastic audience was just great!"
Jay Sean added; "I couldn't have asked for a better partner than Ana - we gave
it as good as we got and hit some impressive shots at Mel and Novak. It was a
real rush to go out onto that court and play against one of the top players in
the world. In fact, it was such fun that I think I will pick up a tennis racket
more often!
Ana Ivanovic (Sony Ericsson WTA Tour singles ranking 28) said: "Sony Ericsson
always come up with such imaginative ideas to promote the tournament here in
Miami and it was a lot of fun taking part in this event. Miami is an exciting
tournament, with lots going on both on and off the court, and I think that both
the fans and players really appreciate that."
Novak Djokovic (ATP singles ranking 2) commented: "I found it very exciting to
play with Mel B and Jay Sean, and I think tennis needs more of these exhibition
matches that bring celebrities to our sport. It makes us happy and them too.
Sony Ericsson provided an opportunity for the public to see and interact with
celebrities and players in a relaxed and fun exhibition match.
Aldo Liguori, CVP and head of global communications and PR said, "With
Glam.Set.Match we have created a truly 'make.believe' moment for fans - a unique
spectacle that shows how we can make the unexpected happen. This high energy
stunt is also a fantastic example of how we are opening up the game to new
audiences, bringing glamour and excitement to the sport and energising the
overall fan experience of the Sony Ericsson Open."
After a fantastic 2009 tournament which saw both Andy Murray (ATP singles
ranking 4) and Victoria Azarenka (Sony Ericsson WTA Tour singles ranking 6)
triumph; 2010 is set to be another spectacular event with both of the 2009
champions keen to defend their titles. 'Glam.Set.Match' sees the Sony Ericsson
carry on its tradition of opening tournaments with dazzling and spectacular
stunts - a tradition that began with'Night Tennis'
combined an 'ultra-violet' tennis tournament, the world's best DJs and a "neon"
fashion show. Last year, Sony Ericsson stopped traffic on Miami's busiest
street; Ocean Drive and put Andy Murray and Venus Williams (Sony Ericsson WTA
Tour singles ranking 5) on top of two cars, to play 'Traffic Tennis
The 2010 Sony Ericsson Open will take place from March 22 - April 4 at the
Tennis Center, Crandon Park, Key Biscayne, Miami. It features the world's top
men and women tennis players, battling for a total prize fundof US$9 million.
Sony Ericsson is the title sponsor of the Sony Ericsson Open; the unofficial,
fifth grand slam. The sponsorship has enabled Sony Ericsson to engage with
consumers in countries across the world and take tennis beyond the boundaries of
the court, inspiring new audiences and bringing glamour and style to the sport.
In March 2010, the WTA Tour and Sony Ericsson announced a two year extension to
their existing partnership that will see Sony Ericsson become the lead global
sponsor for the Tour through to the end of 2012.
-ENDS-
Notes to Editors:
About Sony Ericsson:
Sony Ericsson is a 50/50 joint venture by Sony and Ericsson established in
October 2001, with global corporate functions located in London and operations
in all major markets. Our vision is to become the industry leader in
communication entertainment where new styles of communication through the
internet and social media become entertainment. Sony Ericsson offers exciting
consumer experiences through phones, accessories, content and applications.
About The Sony Ericsson Open
The 2010 Sony Ericsson Open will be played March 22-April 4 at the Tennis Center
at Crandon Park in Miami. The combined event, founded by Butch Buchholz in
1985, is owned and operated by IMG. The Sony Ericsson Open is one of nine ATP
Masters Series events on the ATP calendar, a Premier Mandatory event on the Sony
Ericsson WTA TOUR calendar, and features the top men's and women's tennis
players in the world. In 2009 British standout Andy Murray defeated Novak
Djokovic for his first Sony Ericsson Open title, while rising Belarusian star
Victoria Azarenka knocked out Serena Williams to capture her first title in
Miami. For ticket information, call (305) 442-3367 or visit the website
atwww.sonyericssonopen.com
FOR MEDIA INFORMATION PLEASE CONTACT:
Simone Bresi-Ando
Tel: +44 7944 804 986
Email: simone.bresi-ando(at)sonyericsson.com
Francesca Polanco
Tel: +1 305 812 0886
Email: francesca.polanco(at)bm.com
[HUG#1396934]
Press release: http://hugin.info/133603/R/1396934/353028.pdf
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Datum: 23.03.2010 - 17:40 Uhr
Sprache: Deutsch
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