Fox Business Network and the Tennis Channel have expanded their co-marketing arrangement to span all four tennis grand slam events this year. The arrangement began with the U.S. Open last summer, but will now include the higher-profile FBN morning show hosted by Don Imus.
A Tennis Channel "Court Report" about the goings-on at the various slams -- hosted by talent from the tennis network -- will take place each weekday morning on "Imus in the Morning." Having started with the current Australian Open, it will continue during the next three premiere tennis events.
In exchange, FBN gets exposure on the Tennis Channel when one of its anchors provides a branded update on that day's market performance at 6 p.m.
During the 2009 U.S. Open, the Tennis Channel received exposure during the FBN morning series that preceded the "Imus" show, which began in October.
The Tennis Channel is sharing Australian Open coverage with ESPN, as it does with the other three Grand Slams. Broadcast networks also carry action from the French Open, Wimbledon and U.S. Open.
Before the U.S. Open last summer, Robyn Miller, senior vice president for marketing at the Tennis Channel, stated that the cross-promotional deal is "mutually beneficial to both of our viewer bases."
From a niche perspective, both tennis and business news might be expected to attract an upscale audience.