A Celebration of 50 Years of Equal Prize Money at the US Open
The 6th Annual Awards
- Diversity Equity Inclusion & Belonging
ABOUT THIS ENTRY
In celebration of the 50th anniversary of equal prize money for men and women at the US Open, USOpen.org wanted to honor the occasion and Billie Jean King, who fought for pay equality in tennis. The editorial team produced content that honored the efforts of previous generations while inspiring the next, from the “Champions of Equality” essay series to the “Milestones in Equality” collection of important moments in tennis’ quest to level the playing field for all.
How does this represent “Excellence in Engagement”?
All the work to celebrate 50 years of equal prize money was executed to look back at the history of tennis and the US Open to engage online audiences and in-person attendees in conversations surrounding the past, present and future of gender equality in tennis and the world at large.
This project included efforts to award Billie Jean King the Congressional Gold Medal, the highest civilian honor that can be bestowed by the U.S. Congress. These stories encouraged audiences to be civically engaged and take action by contacting their elected officials as part of this effort.
With the influence that a major governing body and international sporting event can provide, the US Open used its platforms to ensure that all visitors, readers and followers were exposed to the stories of inspiring women who changed tennis and made it the sport we know today.
Additionally, the ”Champions of Equality” essay series exposed thousands of people to the stories of other women with their own experiences and advice to share, demonstrating the importance of equity and inclusion to everyone passing through the gates of the USTA Billie Jean King National Tennis Center was a pillar of this year’s tournament.
Objective
The 2023 US Open marked 50 years of equal prize money at the Grand Slam, and the tournament was a celebration of the milestone and Billie Jean King, who fought for pay equality in tennis. As a result, USOpen.org marked the occasion by honoring the efforts of previous generations while inspiring the next, as the US Open and the sport of tennis have spearheaded gender equality on and off the court for decades.
The ”Milestones in Equality” series was created as a retrospective to showcase important dates and milestones in tennis history to tell the story of the fight for gender equality in the sport, and the long journey to where we are today.
The ”Champions of Equality” essay series hoped to enable prominent women across industries to share stories of struggles, successes and the fight for equality, demonstrating the impact King and the tennis world had on other women, while showcasing a wide range of experiences and inspiring a new generation.
Other content, such as in-tournament stories and pieces about King’s nomination for the Congressional Gold Medal, shed light on the current state of equality in tennis, and the sport’s efforts to ensure equal pay and opportunities for all.
Strategy & Execution
The entire project launched on March 14, 2023, coinciding with Equal Pay Day. The USTA and USOpen.org released stories about Billie Jean King’s legacy and the road to equal prize money at the US Open.
Each story in “Milestones in Equality” was carefully selected, considering everything from Venus Williams’ push for equal prize money at Wimbledon to the first all-female ball crew at the US Open, highlighting a range of important milestones. While the series would appeal to dedicated tennis fans, many of the stories would also speak to casual fans.
“Champions of Equality” was designed to give prominent women a platform to tell their stories and facilitate a conversation about equal pay and opportunities, on and off the court. In addition to sharing their experiences, the essayists hoped to inspire audiences and remind readers how far we have come—and how far we have to go—in the pursuit of equality for all.
Both series ran from March through the end of the US Open in September, publishing more frequently throughout the summer while building excitement toward the 2023 tournament. Other pieces filled in the gaps and provided news from the tour and Flushing Meadows.
Organizations
- USTA
Links
Credits
Mark Preston
Senior Director, Corporate Communications
USTA
Victoria Chiesa
Managing Editor, Corporate Communications
USTA
Haley Fuller
Content Editor, Corporate Communications
USTA
Arthur Kapetanakis
Communications Consultant
USTA
Tom LaDue
Director of Corporate Communications
USTA
Richard Osborn
Freelance Writer
USTA
E.J. Crawford
Freelance Writer
USTA
Richard Finn
Freelance Writer
USTA
Jonathon Braden
Freelance Writer
USTA
Aimee Berg
Freelance Writer
USTA
Scott Sode
Manager, Content and Communications
USTA Eastern
Erwin Ong
Freelance Writer and Editor
USTA
Diane di Constanzo
Freelance Writer
USTA
Chris Oddo
Freelance Writer
USTA
Joel Drucker
Freelance Writer
USTA
Billie Jean King
Founder
BJK Enterprises
Sarah Thomas
Official
NFL
Amy Trask
Former CEO
Oakland Raiders
Esther Vergeer
Former professional wheelchair tennis player
Dutch Olympic Committee*Dutch Sports Federation
Gayle King
CBS Mornings Co-host
CBS
Norah O’Donnell
CBS Evening News Anchor and Managing Editor
CBS
Jackie Joyner-Kersee
Former Olympic track athlete, Founder
Jackie Joyner-Kersee Foundation
Dawn Staley
Head Coach of Women’s Basketball
University of South Carolina
Judy Woodruff
Senior Correspondent
PBS NewsHour
Shonda Rhimes
CEO
Shondaland
Carli Lloyd
Former professional soccer player
USWNT and NJ/NY Gotham FC
Lindsey Vonn
Former professional skier
US Ski Team
Amy Schneider
Champion
Jeopardy!
Laurie Hernandez
Student, Former Olympic gymnast,
New York University
Venus Williams
Founder & CEO
EleVen by Venus Williams
Celebrate in NYC
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