Back in 2010, BMW NA Southern Region and MINI USA have agreed to a three-year partnership with the Sony Ericsson Open making them the tournament’s official car sponsor through 2013. The two-week combined tennis event is widely regarded as one of the top tournaments in the ATP and WTA Tours drawing over 300,000 guests each year including the biggest names in music, entertainment and sports.
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The Sony Ericsson Open offers the best that Miami has to offer including an unbeatable atmosphere, high fashion, fine food, fabulous shopping, celebrity musical performances, and of course the best tennis in the world.
The Sony Ericsson Open is one of nine ATP World Tour Masters 1000 series events and a Premier Mandatory event on the WTA Tour, and every year it gathers the best men and women in tennis.
2011 was the first year when BMW and MINI joined the tournament as partners. As part of the agreement, BMW and MINI vehicles served as official transportation cars for the event, including the newly released BMW 5 Series. Top players in the world were also offered the opportunity to explore the new 5 Series Sedan and Gran Turismo, the X6 SAV, and the all new MINI Countryman.
The 2011 Sony Ericsson Open took place from March 21-April 3 at the Tennis Center at Crandon Park and featured, among many world class players, top seed Rafael Nadal, tennis legend Roger Federer, new sensation Novak Djokovic, Andy Roddick, No.1 Caroline Wozniacki, Maria Sharapova and Kim Clijsters.
BMW Southern Region displayed an impressive fleet of BMW and MINI vehicles, including the M3 GT2 at the Rahal Letterman Lanigan tent. BMW also setup an hospitality tent where throughout the entire tournament guests had the opportunity to explore the new BMW 6 Series Convertible, X3 SAV and MINI Countryman, along with other vehicles in the BMW and MINI fleet: X5 M, 3 Series Convertible or the MINI Cooper.
Furthermore, to show its full commitment to the tournament and its guests, BMW Southern Region, represented by Jorge Ibarra from Grey West (BMW’s National Ad Agency), setup a VIP booth and lounge where special invitees and tennis celebrities had the opportunity to sit back, relax and enjoy some electrifying tennis matches. BMW’s presence at 2011 Sony Ericsson was supported as well by Justin Scheu, from BMW’s Event Agency, Octagon.
Wayne Schulte, head of Marketing for the Southern Region for BMW
And this year’s tournament lived up to the expectations. Tennis aficionados from around the world enjoyed some unique moments when in the semifinal tennis legend Roger Federer played against world’s number man, Rafael Nadal. Advanced to the final, top-ranked Spaniard met Novak Djokovic, the tennis player of the moment who continued his perfect start to the 2011 tennis season with a three-set triumph. Djokovic gutted out a 4-6, 6-3, 7-6 (7-4) triumph to earn his fourth title of the year, and kept his match record to 24-0.
It was the first matchup of the top seeds in the Miami final since 1995, when Andre Agassi defeated top-seeded Pete Sampras.
After signing autographs for fans Djokovic joined his father and coach for a celebratory Serbian dance in the parking lot at Crandon Tennis Center before driving away in his BMW 5 Series.
The men’s final was preceded by the Sony Ericsson Open women’s final game Saturday, when Belarus-born Victoria Azarenka was able to neutralize Maria Sharapova’s power and walked away with a 6-1, 6-4. Crowds’ favorite Maria Sharapova is expected to make an even stronger comeback next year.
BMW NA Southern Region’s investment in the tournament will continue in 2012 and we look forward to another exciting two weeks of tennis in Key Biscayne, Florida.
Disclaimer: BMW NA Southern Region invited BMWBLOG at the 2011 Sony Ericsson finals.