Men's Tennis Lacks Diversity Of Women's Game U.S. Open Sponsors Go Digital With Activations USTA's Contracts, Grants Put Into Question H&M-Designed Wardrobe To Draw Attention USTA Buys, Will Run ATP Stop In Memphis USTA Increases U.S. Open Purse By $4M USTA Building New Tennis Center In Orlando Daytona Worried About USTA Florida Leaving Tennis Center Renovations To Start In February Judge Dismisses Footage Claim In USTA Case
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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).