The USTA announced plans to capitalize on opportunities throughout the US Open to drive awareness of a variety of key initiatives to promote and develop the growth of tennis throughout the country.
“The US Open has always served as our greatest opportunity to drive awareness of our sport and to grow the game across the country, as the entire world turns its eyes towards the amazing competition taking place at the USTA Billie Jean King National Tennis Center,” said Mike Dowse, USTA chief executive officer and executive director. “This year, it is even more important that we utilize this platform to amplify initiatives that need attention, whether helping to support areas of the tennis community that are in need of assistance during this global pandemic or making the general public aware of the opportunities that are out there to get out play tennis at the grassroots level.”
The USTA will utilize numerous channels to bring awareness to key initiatives throughout the course of the 2020 US Open. The lower bowl of both Arthur Ashe Stadium and Louis Armstrong Stadium will be covered in scrim, which will be rotated throughout the Open, allowing for a variety of initiatives to be featured. Digital boards throughout the stadiums will also amplify these efforts, in a coordinated fashion.
The USTA will also utilize its partnership with ESPN to elevate awareness, working to incorporate messaging and visuals into the broadcast, as well as running coordinated advertising surrounding a number of these efforts. A breakdown of key areas of support follows:
USTA Foundation’s “Rally to Rebuild”
The USTA Foundation, the charitable arm of the USTA, helps to fund the more than 250 National Junior Tennis and Learning (NJTL) Chapters throughout the country, which serve more than 160,000 kids on an annual basis, providing free or low-cost tennis and education programming. Many of these NJTL Chapters were hit hard by COVID-19. To address that concern, the USTA Foundation started the “Rally to Rebuild” effort to raise funds which will help to keep these programs operational.
As part of the “Rally to Rebuild” campaign, the USTA Foundation held a virtual Round Table giving the next generation of young tennis players the opportunity to take part in a discussion with tennis icons and pay tribute to NJTL Co-Founder Arthur Ashe. The Round Table featured Venus Williams, James Blake and Frances Tiafoe joined by six kids from NJTL chapters throughout the country and is featured on USOpen.org, Facebook and Twitter.
Longtime US Open partners Mercedes-Benz and Emirates will help raise funds for “Rally to Rebuild” through the Mercedes-Benz Aces Program and Emirates Serves for Good.
For more information go to USTAFoundation.com.
Logo courtesy US Open
