A next-gen e-commerce strategy
THE SITUATION
As the national governing body for the sport of tennis, the USTA is the leader in driving the sport’s growth on every level in the United States. It invests 100% of its proceeds into furthering the game at the grassroots and professional levels. The USTA also hosts the US Open, a growing global event that is broadcast in more than 200 countries and drew over 1 million attendees in 2024. To further tap into the power of its brand, USTA leadership engaged Deloitte to assess how to optimize its global e-commerce strategy and private-label merchandise.
THE SOLVE
Deloitte helped the USTA better understand its opportunity to serve a global market with an expanded e-commerce strategy. Combining our industry experience with relentless research, we analyzed available data to reveal the market potential for an uptick in US Open merchandise sales. Additionally, a range of opportunities to enhance the USTA's e-commerce strategy were identified, including improving the online experience for shopping / returning products and scaling with the help of a third-party logistics provider.
Developing US Open-branded private-label merchandise was another initiative Deloitte helped with. We examined how peers in the space approached their private-label strategies, products and product categories, and the capabilities required for "make versus buy" options. Our reach and industry insights identified products (along with potential manufacturing partners) the USTA could produce in large volume with a high margin. We also helped with identifying manufacturers, plus identifying specific revenue targets.
Stats at a glance
USTA proceeds are invested into furthering the game
Countries where the US Open is broadcast
Attendees at the 2024 US Open
GOING FORWARD
With these insights and recommendations, the USTA is better equipped than ever to navigate the path of creating sustainable e-commerce and private label merchandise revenue streams—all while having the power to deepen its commitment to further investing in the game.
