Today’s guest column is from Nicole Kankam, managing director of pro tennis marketing and entertainment for the United States Tennis Association.
When the USTA debuted a new marketing campaign for the U.S. Open in 2022, Queen Latifah, in a TV and digital spot, pointed up to the Arthur Ashe stadium lights and delivered the campaign’s bold tag line: “Spectacular awaits.” More than four years of extraordinary growth later, the words ring truer than ever.
The growth of the U.S. Open hasn’t been a coincidence. It’s been the result of a deliberate, strategic effort from the USTA, the not-for-profit governing body of tennis in America, to turn the tournament into a global beacon of the sport, all in the name of growing the game. Accomplishing that mission requires delivering a truly world-class experience, but it also means the event must remain accessible and welcoming to fans across every economic level.
To ensure the U.S. Open is an event that’s truly open to all, we’ve expanded the first week of the event—Fan Week—and are this year offering more free fun for fans. This year’s U.S. Open Fan Week starts on Sunday, Aug. 23, kicking off with Arthur Ashe Kids’ Day. With a free Fan Access Pass, members of the public can enter the grounds free of charge, all week long.
