Billie Jean King | 6th Hashtag Sports Awards

Billie Jean King


The 6th Annual Awards

Nominee ✨
  • Best Life or Legacy Tribute


Billie Jean King played a pivotal role in the history of the US Open. In 1973, she was instrumental in advocating for and achieving equal prize money for both male and female competitors, marking a groundbreaking moment as the US Open became the first Grand Slam tournament to embrace gender equality in this regard. King's efforts and achievements in promoting parity and fairness at the US Open have left a lasting legacy, contributing significantly to the tournament's commitment to equality and influencing the landscape of professional tennis.


How does this represent “Excellence in Engagement”?

Billie Jean King’s tribute at the US Open epitomized ”Excellence in Engagement” by establishing new benchmarks in fan interaction. The tribute ingeniously harnessed multimedia elements, utilizing cutting-edge technology and social media to craft an immersive experience. Seamlessly blending historical footage with contemporary interviews, it appealed to a diverse audience, from seasoned tennis enthusiasts to younger, more diverse fans.

The integration of real-time fan participation and user-generated content elevated engagement, fostering a dynamic and inclusive atmosphere. This work not only celebrated Billie Jean King’s legacy but also created a participatory experience that resonated on a personal level, redefining fan engagement. It inspires the industry by highlighting the importance of authenticity, inclusivity, and technology in crafting narratives that transcend sports.

By showcasing the power of storytelling in fostering connections, the tribute sets a precedent for future engagements, urging the industry to embrace a more interactive and socially conscious approach to fan experiences. In doing so, it contributes to the evolution of sports engagement strategies, inspiring a shift towards more meaningful and inclusive interactions with audiences, thereby shaping the future landscape of fan engagement in sports.


The objectives for Billie Jean King’s tribute at the US Open were multifaceted. Firstly, the tribute aimed to honor and celebrate the legendary tennis player’s extraordinary contributions to the sport, particularly her advocacy for gender equality. It sought to inspire current and future generations by showcasing King’s trailblazing efforts in promoting inclusivity and breaking gender barriers in tennis. Additionally, the tribute aimed to highlight the broader significance of King’s impact on society, emphasizing her role as a champion for social change.

By integrating these elements, the tribute aimed to create a poignant and memorable moment that resonated not only with tennis enthusiasts but also with those who appreciate the broader implications of King’s legacy in advancing equality both on and off the court.

Strategy & Execution

The strategy for Billie Jean King’s tribute at the US Open was crafted with a keen focus on resonating with the modern sports fan. The tribute’s design and execution incorporated multimedia elements, leveraging cutting-edge technology to create an immersive and visually compelling experience.

It seamlessly blended archival footage of King’s iconic moments with contemporary interviews, offering a comprehensive narrative that appealed to both seasoned tennis enthusiasts and a younger, diverse audience. Social media integration played a crucial role, ensuring widespread visibility and engagement. The execution prioritized accessibility, utilizing various platforms to reach fans globally. Incorporating interactive components, such as fan-generated content and real-time social media interactions during the tribute, enhanced the overall engagement.

By marrying technology, inclusivity, and storytelling, the tribute successfully catered to the preferences of the modern sports fan, fostering a connection between King’s legacy and the evolving landscape of sports entertainment.


  • USTA
  • Boomshot Productions
  • Overland Productions
  • VanWagner


  • Billie Jean King


Nicole Kankam
Managing Director of Pro Tennis Marketing & Foundation
United States Tennis Association

Nicole Munoe
Director of Pro Tennis Marketing & Content
United States Tennis Association

Carrie Ehorn
Sr. Manager, Pro Tennis Marketing
United States Tennis Association

Celebrate in NYC

Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.