The professional tournament on UCLA’s campus has been
known for years by the same simple name: the Mercedes Benz Cup.
But starting Monday, for the first time in 13 years, fans and
players alike will be introduced to a new though somewhat familiar
sponsor in Countrywide.
Although tournament organizers recognize there will initially be
a little confusion with the name change to Countrywide Classic,
they are confident that the sponsorship change will be better for
the tournament in the long run.
“We’re very lucky and very fortunate to have the
presenting sponsor step forward,” tournament director Bob
Kramer said. “These huge corporate benefactors have been
involved in the tournament for some time and they’re just
great friends of tennis changing places.
“In the end, it’s the 80th annual championship. Same
dates, same times. Still at UCLA. Just a different name.”
Countrywide was the presenting sponsor of the tournament for the
last two seasons. Being based in Calabasas, it has been able to
provide a local touch to the tournament.
The company has been hosting local doubles tournaments for a
chance to play with last year’s doubles champions Mike and
Bob Bryan, and has become heavily involved in promoting the
tournament in the Los Angeles area.
“Countrywide has brought a lot of new energy to (the
tournament),” sales director Evan Gates said.
“They’ve just gone at it with the mentality of
“˜what can we do to put some more people in the seats.’
They’ve been really good to work with.”
Although the tournament may lose some of its famous posh appeal
with the loss of Mercedes Benz as the title sponsor, the company
has still agreed to remain a smaller sponsor, holding its title as
the official car of the Association of Tennis Professionals.
When fans enter the facility, they will still see a Mercedes
Benz line on display, but now those cars will be competing with
plenty of give-aways, and promotions that Countrywide has planned
for this year’s tournament.
“There will be little tweaks and improvements here and
there, but the event won’t go under too many changes,”
Kramer said. “A lot of people come together for not just the
tennis but the atmosphere.”
Ticket sales for this year’s tournament are on par with
last year’s, and with local favorite Andre Agassi playing his
final tournament in Southern California, tournament organizers are
expecting no backlash with the sponsorship change.
In fact, with the late addition of former Grand Slam champion
Andy Roddick, organizers are even expecting a few sellouts, and
maybe a few additional ticket packages.
So whether it’s Countrywide or Mercedes Benz, the
tournament at LATC looks to be healthy for the long run and will
stay on the UCLA campus.
“UCLA’s in a great zip code. The facility stays
fresh. It’s just a fun place to be,” Kramer said.
“It goes from the top college facility to the Countrywide
Classic tennis club. It’s beautiful.”