All The World's A Stage: USTA Eyes Bigger, Better U.S. Open

With the U.S. Open about seven weeks away, the USTA and "some of its sponsors have already begun their push to make the tournament bigger — and more commercially successful — than ever before," according to Bernard Stamler of the N.Y. TIMES. USTA CEO Arlen Kantarian: "Our overall goal is to take it from being one of the top tennis events to one of the top sports and entertainment events worldwide." Stamler writes that U.S. Open sponsors, such as United Airlines and Fila, pay around $1M annually to be associated with the event, and USTA Communications Dir Andrea Jayson said that "total sponsorship revenue this year would be about" $40M. Stamler reports Fila will begin marketing a line of U.S. Open sportswear and tennis shoes nationally that will feature the event's "flaming ball" logo. Fila endorser Jennifer Capriati will be wearing apparel during her U.S. Open matches. Stamler adds that, as part of its U.S. effort, United Airlines will sponsor a sweepstakes "offering winners two seats a day courtside." The airline will also promote the U.S. Open in its in-flight magazine and videos. Meanwhile, Jamie Barrett, Exec Creative Dir at Fallon Worldwide, N.Y., the USTA's agency, said that the USTA will spend about $3M on U.S. Open publicity. Barrett said the campaign will feature "everything from bus wraps to print to national television." Barrett: "We are being a lot more aggressive this year than last, when the emphasis was on branding and awareness" (N.Y. TIMES, 7/12).