Citizen and Billie Jean King

Citizen and Billie Jean King

Postby koimaster » August 28th 2017, 8:48am

Citizen has been the timing sponsor and one of the main partners of the U.S. Open, one of the tennis world’s big four Grand Slam events, for 25 years. The Japanese watch giant’s presence is highly visible both at the grounds in Flushing, New York and on television thanks to courtside clocks and stadium scoreboards.

This year’s sponsorship presence is also peppered with a pinch of the socially conscious and elegant: it coincides with the brand’s announcement of new spokesperson Billie Jean King and upcoming Hollywood film Battle of the Sexes starring Emma Stone as BJK and Steve Carell as Bobby Riggs, her chauvinistic nemesis. Due in theaters on September 22, the film narrates the serious-yet-hilarious tale of the King-Riggs Battle of the Sexes, which took place in 1973. In a nutshell, retired professional tennis player Riggs had publicly boasted that the female tennis game was inferior to a man’s and he could beat any top woman player. The epic match ensuing after a buildup of public trash talk against a then 29-year-old King famously went awry for him in front of a televised audience of 90 million people. Citizen is the "exclusive timepiece sponsor' for the film.

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