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Nirmal Lifestyle ties up with US Open for sports-branded housing

05-September-2008
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Nirmal Lifestyle ties up with US Open for sports-branded housing

The US Tennis Association (USTA) has entered into a real estate partnership, its first ever, with India’s Nirmal Lifestyle Ltd, wherein the latter would construct a series of sports-themed ‘Lifestyle Cities’ that would include US Open-branded housing enclaves and US Open-branded tennis facilities in select Indian cities beginning next year.

USTA is the national governing body for the sport of tennis in the US and deals in promoting and developing the growth of tennis at every level – from local communities to the highest level of the professional game.

Through these 20 Lifestyle Cities, Nirmal Lifestyle intends to create an enhanced sports infrastructure in India, and the US Open will be the first partner in this unique initiative.

The first Lifestyle City featuring US Open-branded facilities will be constructed in Mumbai, with construction slated to begin next year. Following Mumbai, Nirmal Lifestyle will target Pune and Indore.

Meanwhile, Nirmal Lifestyle has teamed up with Total Sports Asia (TSA), the exclusive Asian television rights distributor of the US Open to 22 Asian nations, to bring the concept of a US Open residential lifestyle to India.

Pierce O’Neil, Chief Business Officer, USTA, said, “The US Open brand stands for performance, quality and excitement. The USTA is excited to partner with Nirmal Lifestyle, one of the most respected real estate developers in India, to extend the reach of the US Open brand through this unique new partnership.”

Dharmesh Jain, Chairman and Managing Director, Nirmal Lifestyle, said, “Our idea is to capture the essence of the US Open and turn that into a lifestyle experience. The US Open exemplifies the values and style of our visionary Nirmal Lifestyle housing communities.”

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