Serving the Future: How the US Open Became a Culture-First Sports Brand

Tennis may be steeped in tradition, but Nicole Kankam is playing a whole new game. As Managing Director of Pro Tennis Marketing & Entertainment at USTA, she’s the force behind turning the US Open into a cultural moment as much as a championship: from “Fan Week” festivals and stadium DJs to a $1M Mixed Doubles rebrand and an award-winning social impact campaign.

Join Situation’s Damian Bazadona (Founder & President) and Peter Yagecic (VP of Innovation) on Thursday, July 24 at 12:30 PM ET for this episode of Fandom Unpacked, where they’ll sit down with Nicole to explore how the US Open keeps evolving to meet the moment, what it takes to balance legacy with innovation, and why building a brand that reflects the full diversity of your audience isn’t a nice-to-have, it’s a growth strategy.

Whether you’re in sports, entertainment, or any space where community is currency, this one’s a must.