Lincoln and USTA Partnership Serves up American Luxury

18 April 2000
Lincoln and USTA Partnership Serves up American Luxury
    NEW YORK, April 17 Staking claim to its image of
"American Luxury," Lincoln today announced a multi-year partnership with the
United States Tennis Association (USTA), making Lincoln the Official Vehicle
of the US Open and Exclusive Sponsor of the Men's Singles Championship.
    In addition, Lincoln will partner with the USTA on community outreach
programs and, in 2001, will become the exclusive vehicle and sponsor of USA
League Tennis, the world's largest grass roots tennis league.  Lincoln also
will be an official sponsor of Arthur Ashe Kids' Day and will be involved with
the USA Tennis NJTL (National Junior Tennis League).
    Lincoln's positioning of "American Luxury" is confident, optimistic and
inviting.  The company said its partnership with the USTA will serve as the
catalyst to bring the "American Luxury" experience into all of Lincoln's
marketing activities.
    "Our partnership with the USTA is a natural fit with Lincoln's American
Luxury branding," said Deborah Wahl, Lincoln's marketing communications
manager.   "Lincoln's American Luxury is luxury without rules.  In some
respects, the US Open embodies this thinking  ...  for example, fans at the US
Open are just as happy eating hot dogs while sipping champagne."
    "We are excited that Lincoln has made the decision to make this
association with the US Open and the USTA the focal point of its 'Lincoln
American Luxury' campaign," said USTA Chief Marketing Officer Pierce O'Neil.
"This unique year-round partnership will not only give Lincoln tremendous
exposure at the US Open, but will also give them a unique presence in
virtually every market in the country through their participation with USA
League Tennis.  It will be a landmark example of how to take a US Open
sponsorship and give it life 52 weeks a year."
    To leverage its sponsorship of the US Open, Lincoln will develop dedicated
advertising that will kick off late in the second quarter of 2000.  Lincoln
also will be the exclusive domestic automotive advertiser on CBS-TV during the
US Open, and will have an active presence on USA Cable, which also broadcasts
the tournament.
    "We're not just buying tennis," added Wahl. "With the USTA and the US Open
property, we're getting a long-term strategic partner.  It's definitely more
than putting our name on signs and in the programs.  We want to create the
American Luxury experience for all fans."

    Lincoln American Luxury Pavilion
    Lincoln will build a large, interactive pavilion on stadium grounds to
deliver the American Luxury experience to all attending the tournament.  To
ensure all US Open fans will experience the "Lincoln American Luxury
Pavilion," Lincoln will provide a virtual tour of the luxury center via the US
Open's website, http://www.usopen.org.  (It can also be accessed via
http://www.lincolnvehicles.com.)
    "The opportunities are endless," added Wahl.  "We will continue to look
for ways to foster this partnership and cross-promote between Lincoln and the
USTA."
    Lincoln, headquartered in Irvine, Calif., markets the award-winning LS
luxury sports sedan, the powerful Navigator sport utility vehicle and the
luxurious Town Car and Continental.  More information is available at
http://www.lincolnvehicles.com.