Damian Bazadona: From a U.S. Open perspective, what does it mean to be a tennis fan? Are the majority of fans also tennis players? Or do you have a lot of fans who are primarily spectators and just love to watch the sport or individual players?

Nicole Kankam: While the U.S. Open definitely attracts what we call “entertainment seekers,” people who like to attend events and place a premium on the experiential, we also know that about half of the attendees play tennis, so it’s an audience that’s highly engaged in tennis participation. Most fans purchase their tickets prior to knowing the schedule of play, so the data shows they are attending because they are fans of the U.S. Open and the full experience it offers, or fans of tennis in general. However, this year, with Serena announcing her “evolution” from tennis, there was obviously a tremendous surge in interest in wanting to see her at what was expected to be her final Grand Slam event. But we’re also excited about the new crop of players that have emerged and are already generating interest and excitement around our sport.

How do you grow your fan base or expand that definition of what makes a tennis fan?

One of our key priorities for the U.S. Open is to expand beyond the two weeks of the main draw. We did this by creating U.S. Open Fan Week, thus hosting a three-week tennis and entertainment festival. Returning after a hiatus due to the pandemic, U.S. Open Fan Week provided a host of free activities and content on the grounds of the USTA Billie Jean King National Tennis Center. The goal is to introduce new fans to the U.S. Open and the sport of tennis. Throughout the week, there was no shortage of content, including the qualifying tournament, where future stars compete for the final slots in the U.S. Open main draw, up-close access to top player practices, a marquis legends match, a free concert by Joe Jonas’ band DNCE, and our first-ever U.S. Open food festival. While access to the grounds was free, we created Fan Access Pass as a mechanism to enhance a fan’s experience with certain gated activities. This also allowed us to capture fan data to foster engagement post-event and entice them to return next year.

I know a big part of your efforts were also centered on showcasing inclusiveness. Tell me more about that.

As an extension of our #BeOpen campaign, now in its third year showcasing inclusiveness and support for diverse communities, we’ve developed programming and events that create space for these communities to be seen at the U.S. Open. Some examples from this year’s U.S. Open include HBCU Live at the U.S. Open, celebrating the rich history and culture of historically Black colleges and universities and their connection to tennis; Open Pride Day, honoring the LGBTQ+ community on-site and across our channels; and Be Open Armory Off-Site—a partnership with the Armory Show to highlight artists from underrepresented backgrounds with a display of unique sculptures on the grounds of the U.S. Open.

In addition, the USTA’s mission is about growing tennis and making it look like America. And with tennis participation seeing tremendous growth, adding more than 5 million players over the last two years, we see the U.S. Open as another opportunity to inspire a love for the sport. An integral part of that strategy is leveraging U.S. Open attendee data to draw them into the broader USTA ecosystem and funnel them toward play opportunities to keep them engaged in the sport.

How did the pandemic change how you engaged with your fans? For example, I saw 2020 was the first U.S. Open without spectators in the tournament’s history. How did you approach developing new, creative ways to keep your fans engaged without one of the biggest touch points you have with your community—the live experience?

Like everyone else in the sports and entertainment business, 2020 was a tremendously challenging year. The U.S. Open, perhaps even more than other events, thrives on the in-person experience because we like to think that part of what our fans enjoy goes beyond the on-court experience. From the premium culinary offerings, to all the engaging activations our sponsors bring to life, to the upscale shopping experience, it’s a true festival-like atmosphere. But in addition to that, the U.S. Open is a global event, broadcast in 200+ countries with a digital presence that is more international in reach during our tournament. So in 2020, once we determined we would host the tournament without fans, we focused on engaging that global audience with fan activations that brought the fan more into the in-stadium experience, including the U.S. Open Fan Cam that we featured on the screens around the U.S. Open court. We also created a virtual player box to help recreate the experience of having the coaches and entourage cheer on their players since they couldn’t be there live. And we created a new merchandise product offering, the at-home suite, which was a curated box of all the U.S. Open essentials, including the glasses for our signature beverage, the Grey Goose Honey Deuce, with the recipe so fans could make at home. Now that we’re back to fans on-site, the at-home suite is still an ongoing key part of our merchandise offering.

Not always a part of mainstream conversation, tennis has become a bit more a part of the zeitgeist in recent years. What do you think has changed that has brought more attention to the world of tennis? Has the celebrity status of certain tennis players impacted that?

Serena and Venus Williams have undoubtedly changed the landscape of tennis, not just with their amazing talent on the court but with their interests beyond tennis. They are cultural icons who have been large drivers of the expanding interest and presence of tennis in popular culture. They have also inspired other tennis players, like Coco Gauff and Naomi Osaka and others, who are emerging champions on the court but are also thinking about their impact and influence beyond tennis. And with Roger Federer also announcing his retirement, it’s evident how he has changed the game on the men’s side in being a world-class athlete as well as a global ambassador for the sport.

But beyond these world-renowned superstars, each year the U.S. Open is an event where the convergence of sports, celebrity and entertainment attracts attention from all corners of culture. Leveraging our own channels, as well as expanding the storytelling beyond sports media, is an area where our communications and social teams have been very successful. This year’s event in particular was our most successful event, from record sales and attendance to site traffic and social engagement. So we will look to continue to leverage the cultural relevance, even as attention shifts to a new crop of superstars.

There is a truly unique culture around tennis and many time-honored traditions like the quiet before the serve, the dress code, etc. How do you nurture the old, while welcoming the new? How do you navigate growth?

We do seek to strike a balance in honoring the history and tradition of our sport while being open to embracing innovations that help bring in new fans. We are very intentional about connecting to the distinct persona of New York City through branding and marketing efforts. This year’s campaign, “Spectacular Awaits,” was created as a nod to the U.S. Open being a sports and entertainment spectacle unlike any other. It essentially informed all aspects of the event and our desire to deliver a spectacular experience for fans both on-site and watching and following around the world, from advertising and promotional efforts, to on-site branding and LED screens, to social media engagement and beyond. All of our messaging, even how we discussed plans internally, focused on this singular idea and created a framework for teams across the planning spectrum to innovate and ultimately deliver on the positioning. It is a platform that can have longevity as we look to navigate growth for the future.

If 10 years from now you and I were to sit down again for this interview, what do you think would be the biggest changes to the world of tennis from where we sit today?

We have lived in an unprecedented era of tennis where a few players have dominated the tennis conversation for quite some time, so I imagine over the next several years we will see a number of stars emerge who will capture the attention of old and new fans alike. How and when fans make the decision to attend the U.S. Open, what they expect from an engagement perspective on-site, and how they consume the product around the world will likely shift and evolve, but in 10 years I expect we will continue to be agile and willing enough to respond to those changing dynamics.

“When you’re open, you welcome all,” says tennis champion and equal rights icon Billie Jean King. “And you never forget what matters,” adds all-time great Venus Williams. “The point is to make people start talking,” offers current world No. 1 Naomi Osaka, a generational voice for social justice.

Speaking in a 60-second spot from the U.S. Tennis Association, those legends appear with other men’s and women’s tour stars to launch the next phase of “Be Open,” an appeal for diversity and inclusion introduced by the USTA last year.

Developed with DentsuMB (formerly dentsu mcgarrybowen), the work rolls out as the U.S. Open heats up. That tournament, the USTA’s biggest showcase, serves as a venue for “Be Open” activations, with crowds back in the stands after 2020’s fan-free event owing to Covid concerns.

One such activation, “Open Canvas,” fuses art and sports, decorating the Billie Jean King National Tennis Center in Flushing Meadows, New York, with oversized works from 10 diverse artists. Fans can bid on the pieces via QR codes, with proceeds benefiting the USTA Foundation and select charities. The effort expands on an initiative from last year’s Open, which placed artworks in the stands.

“When we developed the program last year, it was born out of a desire to reimagine the empty seats with beautiful imagery, while also acknowledging the reality of the world at that time and giving a platform to social justice,” USTA managing director of marketing Nicole Kankam tells Muse. “The program was so well received that we were compelled to evolve it for this year, taking advantage of the opportunity to make a bigger impact.”

The art explores themes of racism, LGBTQ+ equality and homelessness, among others, and will be viewed by an estimated 700,000 fans.

“We selected artists who represent a wide range of perspectives and backgrounds,” Kankam says. “We looked at each artist’s prior work through the lens of how it could translate to a large canvas, selecting those with vibrant and impactful designs that would likely capture fans’ attention on-site.”

“Together” by Islena Mil “really pushed me to think about the collective struggle of underrepresented groups,” says DentsuMB creative director Mike Wegener. “The tennis ball is a nice link to the sport, but also represents shared greater purpose, which is a powerful notion.”

Niege Borges’ “Moving Mountains” puts “warriors” in a contemporary context to comment on the inner strength of women of color:

In “All My Revelations,” Steve Paul Judd “challenges our perception that Native American culture is a monolith,” Wegener says. “The piece breaks down the figure into a tapestry of colors representing the hundreds of cultures and flavors within the Native American community.”

An online flipbook spotlights all 10 paintings.

Also this week, the USTA and creative agency The Many unveiled “Let’s Tennis,” an invitation for people everywhere to pick up a racket. Both that campaign and “Be Open” seek to broaden the appeal of a sport long decried (perhaps unfairly) by critics as overly white and elitist. The USTA looks to maintain momentum after grassroots tennis participation rallied 22 percent between 2019 and 2020. Folks seeking outdoor activities conducive to social distancing fueled those gains, following declines in the sport’s TV ratings.

Other campaign activations at the U.S. Open include:

• Ceremonies honoring “The Original 9,” a group of pioneering women who redefined the sport: King, Rosemary Casals, Nancy Richey, Julie Heldman, Valerie Ziegenfuss, Kristy Pigeon, Peaches Bartkowicz, Judy Dalton and Kerry Melville.
 
• Nightly “Champion to Champion” presentations recognizing teachers, healthcare workers, medical providers, frontline workers and first responders, coaches, and other community heroes.

• A Pride tribute celebrating the LGBTQ+ community, fitting for women’s tennis, with King, Martina Navratilova and other trailblazers helping promote progressive views on sexual identity and orientation.

• “HBCU Live,” acknowledging the role of historically Black colleges and universities in American history. Althea Gibson, who won five major titles in the 1950s and became tennis’ Black female superstar, attended Florida A&M.

CREDITS

CLIENT: USTA
Nicole Kankam, Managing Director, Marketing

AGENCY: DentsuMB
Lee Remias, Executive Creative Director
Mike Wegener, Creative Director
Kara Kummer, Associate Art Director
Jessica Eliasek, Executive Producer
Marieme Sall, Senior Producer, Integrated Production
Libby Morris, Senior Music Producer
Jessica Ryle, Associate Producer, Integrated Production
Tom Smith, SVP Account Management
Kristen Eglitis, VP Account Director
Lexi Hom, Account Executive
Chris Robertson, VP Integrated Strategy
Keely Adler, Director Integrated Strategy

PARTNERS:

ALCHEMY MEDIA
Music by: The Elements

PRODUCTION COMPANY: Paradise
Robert Stockwell, Editor
Olivia Curry, Editor
Kathleen Chee, Motion Designer
Elliott Powell, Colorist
Tracy Tran-Thomas, Executive Producer

Developed by creative agency Yard NYC and director Yoni Lappin, the spot, titled “One Court,” makes a broad, multicultural appeal, stretching from city playgrounds to heartland farms, with nods to wheelchair players, tech-savvy teens and seniors keeping fit. There’s archival footage of Arthur Ashe, who championed social justice and transcended the game. The stadium at the Billie Jean King National Tennis Center in Flushing, New York, that hosts marquee U.S. Open matches, including the men’s and women’s finals, bears his name.

The clip will air nationally during the Open, with additional venue signage and support across digital media. In a youth appeal, streetwear brand Paterson League will launch a corresponding capsule collection.

“Over the next five years, we hope that the perception of tennis is turned on its head, as we actively work to bring in the next generation of diverse participants,” USTA marketing chief Amy Choyne tells Muse. “We hope to bring in millions of new players from all around the country to make tennis part of their lives.”

That’s a wise strategy, as the game has long suffered from an elitist image, with some viewing tennis as a country club pastime, rather than an activity for all.

“When the consumer sees the work, we want them to feel what many others across the country, from Brooklyn to Bayonne to Boca, already feel—that tennis is for them,” says Yard creative lead Stephen Niedzwiecki. “It’s an easy, energizing and infectious sport. It’s as simple as picking up a racket, a ball, finding a wall and hitting.”

In terms of creative approach, “we sought to take some chances with a high tempo that mimicked the ebbs and flows of a great tennis rally,” he says. “This device gave us the ability to extend the locales and people that showed up. It allowed us to tap into tennis’s history and pop-culture roots, as tennis is such a global game.”

Yard will amplify these points in in a major USTA rebrand next year.

Increasingly, marketers have portrayed sports as a way of life, woven into the fabric of cultural existence. With “Let’s Tennis,” the USTA takes a step in that direction. The NBA called such a play in its Idris Elba-voiced campaign, while Reebok explored similar themes. Meanwhile, Adidas and Pepsi both told intense tales of all-consuming fandom (though the latter invoked an amusingly sedentary spirit).

CREDITS

Client: USTA
Agency: Yard NYC
Production Co: Doomsday
Director: Yoni Lappin
DP: Todd Martin
Editorial Co: Final Cut
Editor: Sophie Solomon
Music Production: Future Perfect
Colorist: Jason Wallis (Electric Theatre Collective)

Give us a one-line bio of yourself.

Passionate marketer of the U.S. Open and all things professional tennis, and aspiring expert homeschooler of two kids.

Where are you living right now, and who’s with you?

In New Rochelle, N.Y., with my husband Kofi, 6-year-old son Essien, 2-year-old daughter Estelle and our au pair Yoryi.

What’s your work situation like at the moment, and how are you moving ahead during the crisis?

Because I live in what had been one of the initial hot spots for Covid-19 in the U.S., I was one of the first to begin working from home, so it feels like we’ve been in quarantine forever! Between homeschooling my 6-year-old, keeping an active toddler entertained and having a full-time working spouse, it’s tough finding quiet spaces to work, but we’ve been making it work. 

I oversee the advertising for the U.S. Open Tennis Championships, and together with the U.S. Open management team we are continuing to plan for the event to take place at the end of August. But with so much uncertainty, I’ve had to completely reimagine our marketing approach. I have a great team that is working hard to keep each other motivated, so we’ve been focused on developing creative ways to engage fans in this new normal.

Describe your socializing strategy.

I love a great Zoom happy hour! I’ve really enjoyed reconnecting with friends I haven’t talked to in ages, sharing stories over wine and not having to worry about finding a babysitter.

How are you dealing with childcare?

We are so fortunate to have our au pair Yoryi living with us to help, especially since both my husband and I are busier than ever working from home. But I would say childcare is definitely a family affair. My husband and I are actively engaged in our son’s homeschooling in between the demands from work. And even our 2-year-old has Zoom circle-time meetings that we all take turns wrangling her to participate in.

What are you reading?

Homegoing by Yaa Gyasi. It’s been a while since I’ve read a novel, but this is about two sisters in 18th century Ghana and I was inspired to pick it up after traveling to Ghana with my husband and his family last winter. It’s a great read and a welcome diversion from the news.

What are you watching?

Since I work in sports, of course I’m watching The Last Dance, like everyone else. I can say it definitely lives up to the hype. When it’s done, I’ll get back to catching up on Ozark.

What are you listening to?

Someone on my team made an awesome and very diverse Covid-19 playlist—think songs like the Police “Don’t Stand So Close To Me”—and it’s a nice background track while working. I also like jazz pianists, having played when I was younger, and am a big fan of the prodigy Joey Alexander when trying to promote calm in our house. My running playlist is all about early ’90s hip-hop.

How are you staying fit?

I’ve been getting up early to run while my neighborhood is still quiet. The USTA has some great tennis-at-home tips that I’ve been trying with the whole family. But the best workout is running around in the backyard with my son as he’s chasing his soccer aspirations.

Have you taken up a hobby?

Does eating cookies count? I suppose there’s still time, but as of right now, I haven’t had a lot of free time for new hobbies.

Any tips for getting necessities?

There’s a new grocery store in my neighborhood that has been amazing at delivering all the groceries I need. Amazon still works for most things. But my favorite new discovery is the drizly app to deliver the all important necessity—wine!

An awkward moment since all this started.

I didn’t realize my kids were capable of sending replies on my work email until someone replied to a nonsensical email that my kids had apparently sent as a reply to a group communication. Fortunately it provided some much appreciated humor to an otherwise boring email thread. I guess it’s further confirmation that Apple products are so intuitive, even a 2-year-old can use them!

An aha! moment since all this started.

My son’s teacher sent a new version of his class picture that was essentially a screenshot of one of their Zoom meetings. Her note to the parents was a reminder that we’re living through a historic moment and she wanted to capture it for posterity. There are plenty of challenging days, but thinking of it from a perspective of history in the making allowed me to shift my mindset to positivity, even for just a brief moment.

What’s your theory on how this is going to play out?

However we come out on the other side, we will all be very different—especially sports and entertainment fans. But I think we’re already seeing how this situation is inspiring a new type of creativity, and I am encouraged by some of the innovative thinking, particularly in the live event space. The real winners will be those who are able to foster that creativity and develop revolutionary approaches to drive businesses forward.

See the full #WFH Diaries series here.