• September 5, 2007

Toyota's luxury division, Lexus--sponsor of the U.S. Open--is tying its sponsorship association with player Andy Roddick, who is starring in a Lexus ad, with a "Virtual Open" at New York's Rockefeller Center.

The grassroots effort, which began Tuesday and ends Thursday, allows people to play on a virtual court powered by Nintendo's Wii, for the chance to win a one-year lease on a new Lexus IS F and tickets to the U.S. Open finals.

The event has ESPN on-court analyst Luke Jensen on site, teaching participants and providing commentary as consumers play on Wii consoles. For each serve hit during the virtual tournament, Lexus will donate $1 to the Andy Roddick Foundation.

--Karl Greenberg