Scrims at Louis Armstrong Stadium have "New York Tough" and "Black Lives Matter" written on themGETTY IMAGES
In a year where U.S. Open organizers have said that revenues from the tournament will be down 80%, many might have assumed that the USTA would have put some of its 12 official sponsors’ logos and names on scrims (fabric seat coverings) that are covering the lower areas of the Arthur Ashe and Louis Armstrong stadium courts. Instead, the blue scrims say either “New York Tough” with a background of the Old Manhattan skyline, or “2020 US Open.” In one section close to Arthur Ashe Stadium, artwork celebrating black culture is positioned around the words “Moving Black Lives To The Front.” Black-colored scrims are positioned in the four corners of Arthur Ashe, with “Black Lives Matter” written in white lettering. Nine screens surround both stadium courts, showing either fans or players’ family and friends. USTA Chief Revenue Officer Lew Sherr said the body "did not want to create clutter and place logos on the scrims gratuitously." Sherr: "We also did not want to take attention away from our social impact messaging." Sponsors’ names and logos are positioned around the walls of the court like normal, with JPMorgan Chase, IBM and Emirates in TV-friendly locations. A source said that U.S. Open signage positions are usually part of partnerships valued at mid-seven-to-eight-figures (Bret McCormick, THE DAILY).
MAKING IT WORK: Player Bethanie Mattek-Sands said she “feels like I’m travelling from bubble to bubble” playing in various tournaments and “each one has been a little bit different” in terms of its protocols. Mattek-Sands: “I’ll be honest, this one is the most intense.” ESPN’s Patrick McEnroe: “Because of those strict protocols, this tournament is happening. ... Very few positive tests throughout the entire event. Of course, there have been a couple of players. But for the most part, the bubble is certainly working.” More McEnroe: “All the seeded players have their own suite. A little different, isn't it, as we come to make our way up into our booth inside Arthur Ashe Stadium we see the players in the hallway, we see them outside in the hallways warming up?” ESPN’s Mary Joe Fernandez: “It is so strange” (“U.S. Open,” ESPN, 9/1).
