Television

US Tennis Association signs deal with XM Satellite Radio

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MUMBAI: In a bid to create more excitement and increase the reach of tennis in America the United States Tennis Association (USTA) has announced a deal with satellite radio firm XM Satellite Radio.

The finals and semi finals of the last tennis Grand Slam of the year the US Open will be broadcast to XM's 4.4 million-plus subscribers. XM will be the Official Satellite Radio of the US Open till 2007. In India the rights for the event which kicks off on 29 August had earlier moved from ESPN Star Sports to Ten Sports.

The new three-year partnership between the USTA and XM also includes weekly reports from the US Open Series, the North American summer season of 10 ATP and Sony Ericsson WTA Tour tournaments linked to the US Open. These shows feature programming from the tournaments, including reviews and previews, in-depth player interviews, and the latest US Open Series Bonus Challenge standings. The reports are currently airing across several of XM's sports, news, and talk channels during the US Open Series.

XM's play-by-play anchor for the US Open on XM Live (XM Channel 200) will be sports journalist Bud Collins, who will also host a daily one-hour XM show from the USTA broadcast booth in Arthur Ashe Stadium.

USTA CEO professional tennis Arlen Kantarian says, "This new partnership with XM is another significant step forward for fans to be able experience tennis in the US throughout the summer. Bringing our sport to more people is at the foundation of our ongoing effort to elevate the profile of the professional game."

XM's multi-tiered marketing programme with the USTA will include significant presence at the US Open, including an on-site product booth at the USTA National Tennis Center, banner ads on USOpen.org, and print advertising in USTA Magazine and in the US Open Programme. XM also will sponsor Arthur Ashe Kids' Day. This is a full-day tennis and music festival for children and families and takes place on 27 August.

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