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Sponsorship Creativity Gives Old Timers A Chance

Not everyone is going to die in estate tax-free 2010. And with that in mind — my words, not theirs — the New York Sportimes of World Team Tennishave dreamed up a unique way to sell a sponsorship.

John McEnroe
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John McEnroe

The team, which is captained by John McEnroe and begins playing its home matches at Randall's Island in Queens this July, has sold a sponsorship to Snearson-Houmis of New Jersey, an investment and estate planning company.

In an interesting deal, the firm's name will be on the T-shirts of "Ball Seniors," one or two people over the age of 60 who will be selected to work five home matches from July 11-19.

In order to get the firm maximum exposure to its target audience, the team is accepting applications for the job via e-mail (ballseniors@gmail.com).

“We felt that many times we ignore those who have participated in the game for so many years and have used it to stay physically fit," said Sportimes General Manager John Dato. "So we are creating this opportunity to have some select candidates show young people how it’s done."

Those who get chosen will get a small stipend and plenty of recognition from the public address announcer, who will be tying the "Ball Seniors" to the sponsoring firm and its offerings.

As an added bonus, two of the matches featuring the over-60 ball minders, will be on the Tennis Channel.

Here's to hoping that the work of the winners isn't too noticeable on cable, if you know what I mean.

Questions? Comments? SportsBiz@cnbc.com

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