Heineken US has signed up tennis player James Blake as part of an advertising campaign for the US Open.

As part of the campaign, Blake will host a consumer charity event on 22 August at the World Financial Centre as well as headline customised US Open ads and new Heineken Premium Light point-of-sale signage, the brewer's US unit said yesterday (18 August).

"We're excited about our relationship with James Blake," said Brian Citron, senior brand director, Heineken Premium Light. "He'll bring a new level to our long-term sponsorship with the US Open."

Heineken is in its 17th year of sponsorship with the US Open, which will continue through to 2010.