Elevating the US Open brand and experience
The situation
As the entirety of the sports industry continues to transform and evolve, the United States Tennis Association (USTA) is working with Deloitte to not only stay ahead of the curve but also help shape it. Professional sports continue to experience seismic shifts in how they’re consumed and commercialized, with the sport of tennis alone having more than 23.8 million US tennis players.
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As a trusted advisor, Deloitte brings the full breadth of its professional services to help the USTA serve up a bolder future for tennis. Together, we’re reimagining core elements of the long-term US Open experience with an aim to further elevate the US Open brand and improve the experience for players, fans, sponsors and more, all while growing and protecting revenue.
The solve
The work began by defining the future vision, mission and purpose of the US Open, with continued growth and evolution as the goal. To define this future, Deloitte and the USTA explored the “art of the possible” and identified potential growth initiatives through stakeholder interviews, external research and benchmarks, and an industry trends assessment. These growth initiatives were then prioritized based on fan desirability, operational feasibility, and financial viability to inform the go-forward strategy.
Going forward
This engagement helped identify strategic growth initiatives for near-term focus and activation, building upon the 2023 US Open's 40% year-over-year increase in viewership during the Championship weekend.1 As these initiatives move forward, we’re excited for the potential positive impact they can have for the US Open. Together with the USTA, Deloitte is helping it maximize its impact now and well into the future—all to innovate, promote and grow the game of tennis.
Sources:
1: Official 2023 US Open Tournament Review
Deloitte and the USTA
Learn more about how we are
making progress with the USTA
Pete, a principal with Deloitte Consulting LLP, leads Deloitte’s US Sports practice, serving multiple sports clients including the United States Golf Association, NBA, United States Tennis Association, and United States Olympic Committee… More