short balls – SBJ edition: FILA, U.S. Open Series Bus

More from this week’s SportsBusiness Journal:

roddick - u.s. open series tour bus

The USTA will promote the 2007 U.S. Open Series with a $3.5 million ad campaign. At least two dozen players, including Roger Federer, Maria Sharapova, James Blake, Rafael Nadal, and Andy Roddick filmed spots when the bus made a stop in La Quinta. Unfortunately, the bus won’t be travelling with the players this summer. The USTA came up with the idea too late to create a promotion program to accompany the campaign.

You can watch a version of last year’s TV ad on YouTube. And see more from last week’s backstage preview here.

bjorn borg -  Fila

Fila has plans to rehire ex-CEO Jon Epstein once it is acquired by its Korean license partner, Fila Korea. The SBJ reports that the $350 million deal will close later this month. Epstein was convicted of fraud in 2003 and stepped down from his position.

Fila needs to strategize a little better about who they have on their sponsorship roster. Currently, they have Svetlana Kuznetsova and the senioritis-plagued Kim Clijsters.

serena's a cat in the hat

serena - dr seuss

Serena Williams at the New York Public Library on March 2, 2007 to promote the NEA’s Read Across America Day (and celebrate the birthday of Dr. Seuss).

If you’re looking for something like that dress, I suggest this