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SONY ERICSSON OPEN

Record Year For Sony Ericsson Open 2010

Miami, USA

Record crowds - Sony Ericsson Open - 2010© Getty ImagesCrowd numbers in 2010 surpassed 300,000 for the first time in tournament history.

2010 marked a record year for the Sony Ericsson Open. The tournament recorded 11 session sellouts, set eight session records and surpassed 300,000 in attendance for the first time in tournament history.

A record total of 312,386 visited the Crandon Park Tennis Center including a sellout crowd of 14,119 for the men’s final on Sunday, April 4. The men’s final sold out on March 8 marking the quickest sellout for a men’s final in tournament history.

Vacation packages were also a hot commodity. The tournament sold out of its 365 packages marking a 24 percent increase over last year. Overall the tournament booked over 13,000 room nights.

On site the Sony Ericsson Open saw retail sales increase by more than 26 percent and food and beverage sales increase by more than nine percent.

But the record numbers were just one of many storylines this year.

Prior to the tournament Butch Buchholz, the event founder and Chairman, decided to step down as chairman after 25 years to spend more time with his family and pursue other entrepenerial opportunities.

To honor his vision and his dedication to the event, the Sony Ericsson Open decided to name the winner’s trophy after him. From this year moving forward the trophy will be called the “Butch Buchholz Championship Trophy.”

In its fourth year as title sponsor of the Sony Ericsson Open, Sony Ericsson Mobile Communications continued to raise the bar when it comes to presenting tennis to the world through innovative stunts and glamorous events.

Over the last four years Sony Ericsson has hosted a red carpet Kick-Off Party and produced several unique stunts that have helped move tennis from the sports section to the lifestyle & entertainment pages. Since 2007 the tournament has graced the pages of People, People en Espanol, Us Weekly, In Touch, Life & Style, In Style, Wall Street Journal, Vanity Fair, Hello, OK!, Ocean Drive, Vanidades, Maxim (US Hispanic), Caras, Cosmopolitan (Latin America), Marie Claire (Latin America), Harper’s Bazaar (Mexico), Selecta.

The tournament was also featured on The Today Show, Entertainment Tonight and the popular MSNBC morning show “Morning Joe.”

In 2007 it was “Night Tennis”, in 2008 it was “Walk on Water”, last year it was “Traffic Tennis” and this year it was “Glam Set Match.” This year’s stunt took place on Stadium Court with former Spice Girl Mel B and world No. 2 Novak Djokovic taking on singer Jay Sean and 2008 French Open Champion Ana Ivanovic in fun filled mixed doubles match.

The Sony Ericsson Open once again hosted a star-studded Kickoff Party at LIV located at the Fontainebleau Miami Beach. The red carpet event featured a live performance by N.E.R.D. and drew many celebrity guests including Mel B, Jay Sean, Katrina Campins, Kelly Bensimon, Simon Rex, Pharrell Williams, Al Reynolds, Jennifer Williams, Robert Jones, Jonathan Vilma and Bryant McKinney.

On site, the Crandon Park Tennis Center was once again revitalized with bold colors and music welcoming guests to the tournament grounds. The tournament once again provided live entertainment on the Sony Ericsson Entertainment stage and offered guests a wonderful retail and dining experience with several shopping options as well as a new Wine &Sushi Bar sponsored by Veuve Clicquot.

The Sony Ericsson Open has become one of the most glamorous events on tour and this year’s event was definitely the place to be seen in Miami. The names of those visiting the tournament this year was like a who’s who of the entertainment and sports industries reality stars Kim and Kris Kardashian; musical artists Jimmy Buffett, Mel B, Jay Sean, Kelly Roland and Chayanne; Vogue editor Anna Wintour; Indy 500 winner Helio Castroneves; golf legend Jack Nicklaus; tennis legends Boris Becker, Monica Seles and Gabriela Sabatini; NBA legend Isaiah Thomas; Miami Heat guard Dwyane Wade and NFL stars Bryant McKinney, Terrell Owens, Willis McGahee, and Jonathan Vilma.

True to form, the Sony Ericsson Open was a global event with over 600 credentials issued to media from 36 countries including reporters from Argentina, Australia, Austria, Belgium, Bolivia, Brazil, Chile, Colombia, Costa Rica, Croatia, Denmark, Ecuador, Finland, France, Germany, Guatemala, Hungary, Israel, Italy, Japan, Mexico, Netherlands, Panama, Peru, Poland, Portugal, Russia, Serbia, Slovakia, Sweden, Switzerland, Ukraine, United Kingdom, United States, Uruguay and Venezuela.

Both the men’s and women’s finals were broadcast on CBS. CBS has a long term contract with the tournament to showcase the finals through 2011. The tournament received a record 63 hours of domestic television coverage and recorded over 2400 hours of television coverage globally on other networks. 

For the third consecutive year the Sony Ericsson Open took to the streets of Miami to bring tennis to people. The tournament hosted events at Coconut Grove (March 25), Sunset Place (March 26) and the University of Miami (March 28) featuring video boards, player appearances and interactive games.

The Sony Ericsson Open continued its long tradition of community service in 2010 working with Habitat for Humanity, Special Olympics, Baptist Children’s Hospital and the Greater Miami Tennis and Education Foundation.

The tournament also hosted Champions for Chile on Saturday, April 3 to raise money for Chilean Disaster Relief. The event featured Fernando Gonzalez, Andy Roddick, Jim Courier and Gustavo Kuerten competing in a fun filled double match. The event, which was spearheaded by Gonzalez and Roddick, raised over $125,000 for Hogar de Cristo Chilean Earthquake relief.

ABOUT 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 World Tour Masters 1000 events on the ATP World Tour 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 off Serena Williams to capture her first title in Miami. For ticket information, call (305) 442-3367 or visit the website at ww.sonyericssonopen.com. 

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 communicating through the internet and social media, become entertainment.  Sony Ericsson offers exciting consumer experiences through phones, accessories, content and applications, for more information please visit: www.sonyericsson.com.  Sony Ericsson is the title sponsor of the Women's Tennis Association, and works with the Association to promote the Sony Ericsson WTA Tour in over 80 cities during the year. For more information, please visit www.sonyericssonwtatour.com

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