Leveraging Health and Wellness: A US Open Case Study for Communicators
The sport of tennis is not leaving anything to chance.
Instead of trusting that the love of the sport will last forever, USTA is strategically combining health research + declaring an aggressive 35 million players by 2035 growth goal + expanding messaging to deepen positive impact in communities nationwide.
The 2024 US Open is on message with the USTA’s “35 by 35” growth strategy.
The US Open is not just showcasing tennis but positioning the sport as a vital tool for a healthier lifestyle. Backed by research highlighting tennis's numerous physical and mental health benefits, this campaign effectively communicates the sport's value to a broader audience, enhancing its appeal beyond traditional fans and tapping into the wellness market. Assets include:
New Mission alignment:
This year’s US Open theme, "celebrating the power of tennis,” builds off the USTA’s new mission statement, “growing tennis to inspire healthier people and communities everywhere.” And one of the reasons the sport is so powerful is the health and wellness benefits all tennis players enjoy, regardless of their age or skill level.
Visual alignment
The tournament poster, above, by St. Louis artist Chelsey Farris, is a can of four tennis balls set against a signature US Open blue court. From top to bottom, the balls represent ‘Health & Wellness,’ ‘New York City,’ ‘Diversity & Inclusion’ and ‘Tradition.’
Messaging alignment
"Tennis is the healthiest sport" signage is placed throughout the tournament event space, including on the courts.
But, But, But …
If you say your sport and tournament make healthy decisions, you’re going to get questions when that doesn’t line up:
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(Note: Today’s article is dedicated to Sarah McGowan & Denise Hazelrigg, Okoboji’s #1 Doubles Couple and Colleen & Jim Fogarty who prove that age just makes you better at tennis.)