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 it's consumed and commercialized— tennis has more than 25.7 million US tennis players.1
As a trusted advisor, Deloitte brings the full breadth of its professional services to help the USTA serve up a bolder future for the sport. Together, we're reimagining core elements of the long-term US Open experience with an aim to further elevate the 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.
Stats at a glance
current US tennis players1
Over 1 million in attendance at the US Open2
GOING FORWARD
This engagement helped identify strategic growth initiatives for near-term focus and activation, building upon the momentum of the 2024 US Open, which welcomed over 1 million fans in attendance across its three-week run, a record-setting total of 1,048,669, representing an 8% increase over 2023.² As these initiatives move forward, the organization is well-positioned to further elevate fan experiences and expand its reach, leveraging this strong foundation of in-person engagement. Together with the USTA, Deloitte is helping maximize the association's impact now and into the future—all to innovate, promote and grow the game.
Sources:
- USTA, 2025 U.S. Tennis Participation Report, 2025, p. 5.
- USTA, "2024 US Open surpasses 1 million fans in attendance for first time," US Open News, September 8, 2024.
