When the U.S. Open begins on Aug. 29, the grand slam tennis event can have a brand new automotive sponsor.

Cadillac has inked a multiyear take care of the U.S. Tennis Affiliation, with plans to make use of the New York Metropolis occasion to plug its electrical automobile ambitions, together with its Lyriq EV mannequin.

The Common Motors model replaces Mercedes, which had backed the tourney starting in 2010, when it changed Lexus. The monetary phrases of Cadillac’s deal weren’t disclosed.

Cadillac begins its tenure because the 2022 Open will get heightened consideration with Serena Williams doubtless enjoying in her final occasion. Ticket gross sales have soared for the reason that tennis legend introduced plans to retire on Aug. 9.

However don’t search for Williams to do any Cadillac adverts — she has a take care of Ford’s Lincoln model.

Cadillac’s on-site plans embrace erecting a 3,000-square-foot showroom and experiential area that may home the “Cadillac ELECTRIQ Theater” that the model says will showcase its imaginative and prescient for an all-electric future. Cadillac plans to go all-EV by 2030. As a part of the deal, the model can even show its white crest brand on all tennis nets throughout aggressive play, together with on stadium courts. 

Additionally, Cadillac will present autos to the event’s greater than 250 gamers. Additionally it is making a gift of a “Be Iconic” hat to the primary 10,000 followers attending the night session on Sept. 2. The road is a reference to a tagline the Lyriq has been utilizing, together with in an advert starring Canadian tennis star Bianca Andreescu.

Andreescu, who received the 2019 Open, started endorsing Cadillac in 2021.

“As one of many 4 majors, the united statesOpen is without doubt one of the most culturally related tennis occasions — with a daring footprint, numerous and inclusive participant roster and best-in-class fan base and experiences,” Cadillac International Chief Advertising and marketing Officer Melissa Grady Dias stated in an announcement. “Because the Official Car of the US Open, we’re excited to leverage this hallmark occasion to mark the arrival of the Cadillac LYRIQ and our model’s all-electric future in an equally daring approach.”

Deanne Pownall, managing director of company partnerships for the USTA, said that as a significant sponsor, Cadillac will “play an essential function within the total operation of the event for a few years to return.”

In the meantime, Mercedes launched this assertion about its departure from the Open:

“Mercedes-Benz has been a proud sponsor and official automobile of the U.S. Open since 2010 and has loved its 11 years of partnership with the USTA, bringing luxurious transportation and experiential activations to the event.

“Shifting ahead, the model has determined to focus advertising and marketing efforts elsewhere and will likely be cheering on the event from the sidelines.”