U.S. Open Overnight Down On CBS U.S. Open Women's Final Overnight Down Nishikori's U.S. Open Run Big For Sponsors USTA Begins New Collegiate Tournament Patrick McEnroe Out Of USTA Role Citizen Watch Renews USTA Sponsorship CBS Going All-Out With U.S. Open Coverage Men's Tennis Lacks Diversity Of Women's Game U.S. Open Sponsors Go Digital With Activations USTA's Contracts, Grants Put Into Question
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).