Emirates Out As U.S. Open Series Sponsor USTA Open $60M Orlando Tennis Campus Adams Back For Two More Years At USTA U.S. Open's New Roof, Grandstand Highly Regarded Managing Celebs At U.S. Open Takes A Staff U.S. Open Sets Attendance Records Roof Making Serious Noise At U.S. Open ESPN Gets Broadcast Certainty With Arthur Ashe Roof Players At U.S. Open Don Fluorescent Outfits Arthur Ashe Stadium's New Roof Blocking Out Sun
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).