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 – 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 personality <a
href=”http://www.melaniebrown.com/”>Mel B paired up with male tennis star; Novak Djokovic, to battle it out against Cash Money/Universal Republic recording artist; Jay Sean and female tennis ace; Ana Ivanovic, in front of a live crowd at the home of the Sony Ericsson Open; Crandon Park.
Bringing comedy to the proceedings was Miami funnyman, Benji B, who took to the umpire’s chair as 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 who gave a running commentary 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 58) 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’ in 2007, where Sony Ericsson 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 fund of 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.
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 at http://www.sonyericssonopen.com.