Sources: USTA Could Settle Bouchard Lawsuit USTA Claims Bouchard Responsible For Injuries Bouchard Suing USTA After Concussion Serena Helps Open Tickets Sell Quickly Serena-Venus Draws Well For ESPN Fashion Trends On Display At U.S. Open Grand Slam Quest Brings New U.S. Open Advertisers ESPN Begins 11-Year U.S. Open Deal ESPN's Drysdale Talks All Things Tennis Brands Activating Around U.S. Open Across N.Y.
SBD/13/Sponsorships Advertising Marketing
USTA LAUNCHES MULTI- MILLION DOLLAR IMAGE BOOSTING CAMPAIGN
Published February 13, 1995
A three-year, $15M initiative from the USTA and the Tennis Industry Association received a positive response from retailers and others at the Super Show, writes Richard Sandomir of the N.Y. TIMES. The plan combines a 25-city campaign to offer free lessons to novice tennis players and an "image-boosting" ad program aimed at youngsters to "prove that tennis is as cool as basketball." Six-thousand teaching pros will be deployed for "Play Tennis, America," which organizers hope will turn on "enough new players to pay for instruction and equipment." An ad agency has yet to be chosen for the image campaign (N.Y. TIMES, 2/12).