Celebrating the Power of Tennis at the 2024 US Open

ABOUT THIS ENTRY

The 2024 US Open celebrated the power of tennis from the biggest stages in the sport down to individuals just picking up a racquet for the first time. While the idea is simple, the cross-platform campaign made an immense impact on-site, on the big screen and on social media.

How does this represent "Excellence in Engagement"?

The 2024 US Open marketing campaign set a new benchmark in fan engagement by transforming a simple idea into an interactive, multi-platform storytelling experience. From massive on-site installations to dynamic in-stadium displays, video games, editorial pieces and social media posts, the campaign engaged fans at every touchpoint. Over 1 million attendees interacted with it in person, while millions more experienced it through Fortnite, Tennis Clash, social media, news and broadcast matches. By seamlessly integrating the power of tennis into physical, digital and virtual spaces, the US Open redefined how a campaign can enhance fan engagement.

This approach will inspire the industry to think beyond traditional branding and embrace multi-platform storytelling that connects with fans across multiple channels—and that a great idea isn’t always the most complex one. The success of this campaign proves that fans crave experiences, not just taglines—driving the future of sports marketing toward greater integration of gaming, traditional media, social media and real-world activations. The 2024 campaign didn’t just represent the event; it became part of how fans experienced and shared it.

Objective

The first objective was to generate awareness around tennis’ role as a positive force in people’s lives, both on a professional and community-oriented level, while driving engagement for fans and sponsors. The campaign also aimed to further the conversation surrounding tennis as “the world’s healthiest sport” by emphasizing its many health benefits, from increased life expectancy and improved mobility to the mental health boost that physical activity and spending time with friends can provide. Lastly, the US Open worked to harness the power of tennis to ignite lasting change and progress in the surrounding communities—and across the country—by platforming diverse communities, raising millions of dollars to provide opportunities for the next generation of future champions and recreational players alike.

Strategy & Execution

The USTA orchestrated an innovative three-month campaign, aimed to capture the attention of the casual sports fan and tennis die-hard alike. The 2024 US Open theme art, a vibrant symbol of the campaign, came to life throughout the tournament with animations in Arthur Ashe Stadium, giant waist-high tennis balls dotting the grounds of the USTA Billie Jean King National Tennis Center and an image of a tennis racquet with text proclaiming “the world’s healthiest sport” that could be seen on court during broadcasts. From compelling video releases—including spots with Grammy-nominated rapper, actor and New Yorker Fat Joe and a first-of-its-kind US Open theme song from Alicia Keys’ hit Broadway musical Hell’s Kitchen—to essays written by then-USTA President and Chairman of the Board Brian Hainline about tennis’ unique health and wellness benefits, each facet unfolded layers of significance. The “Play Tennis Zone” allowed fans of all ages to pick up a racquet, enriching the narrative that tennis is for everyone. The Open seamlessly integrated the campaign, weaving a compelling story of wellness and community throughout its entirety, creating a memorable celebration of the power of tennis, the players and its fans.

Organizations

• United States Tennis Association

Credits

Nicole Kankam
Managing Director, Pro Tennis Marketing & Entertainment
United States Tennis Association

Carrie Ehorn
Director of Marketing, US Open
United States Tennis Association

Andrew Hickcox
Director, Creative Services
United States Tennis Association

Nicole Munroe
Director, Pro Tennis Marketing & Content
United States Tennis Association

Lisa Cradit
Managing Director, Head of Comms. & Content
United States Tennis Association

Alyssa Simonin
Senior Manager, Social Media Content
United States Tennis Association

Andrew Robinson
Manager, Social Media Content
United States Tennis Association

Matt Guerra
Senior Director, Video Services
United States Tennis Association

Andrew Kaplan
Director, Video Services
United States Tennis Association

Mark Preston
Senior Director, Editor-In-Chief
United States Tennis Association

Haley Fuller
Corporate Communications, Content Editor
United States Tennis Association

Brendan McIntyre
Senior Director, Communications & Corporate Affairs Lead
United States Tennis Association

Patrick Mitsch
Senior Manager, Pro Tennis & Partnership Comms.
United States Tennis Association

Chelsey Farris
Illustrator
Chelsey Farris

Namrita Singh
Coordinator, US Open Marketing
United States Tennis Association