By Barry Janoff
March 14, 2012: Sheets Brand dissolvable energy strips has signed a deal to become the official energy product of the 2012 Sony Ericsson Open.
Financial terms were not disclosed. The 28th Sony Ericsson Open will be played March 19-April 1 at the Tennis Center at Crandon Park in Miami.
Among the founders and spokesmen of Sheets is NBA star LeBron James of the Miami Heat, who has been appearing in promos for the tennis tournament. Serena Williams, who is expected to play at the Sony Ericsson Open, also is listed as a "brand partner."
As part of the deal, Sheets Brand will get in-stadium and grandstand court signage and stadium court promotions, and will also set up a sponsorship tent to support on-site sampling of current and upcoming products.
Other marketing partners include FedEx, MasterCard, Bacardi and Corona Extra.
Sheets is currently running a March Madness Bracket contest in conduction with Facebook.
"We are thrilled to be a part of the 2012 Sony Ericsson Open, one of the premier tennis tournaments in the United States," Warren Struhl, co-founder of Sheets parent company PureBrands. "Our new partnership allows us to support one of our key brand partners, Serena Williams, while we align Sheets Brand with the game of tennis for the first time."
The 2011 Sony Ericsson Open set a record with more than 316,000 people visiting the tournament during the event's two weeks. Last year, Novak Djokovic defeated Rafael Nadal to claim the Sony Ericsson Open men's singles title and Victoria Azarenka defeated Maria Sharapova to earn the women's singles trophy.
Sheets Brand Energy Strips launched in June 2011. In addition to James and Williams, endorsers include athletes Amar'e Stoudemire, Chris Paul and Ray Rice and international recording artist Pitbull.