Top Story

e4m_logo.png

Home >> Marketing >> Article

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

05-September-2008
Font Size   16
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.”

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

The campaign, featuring brand ambassador Farhan Akhtar, exhorts consumers to showcase their achievements through the walls of their homes.

We list a few important stories that you may have missed in the week gone by

The campaign takes the narrative forward to persuade prospective investors to invest in mutual funds