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

The electric energy of the US Open Tennis Championships goes far beyond the baseline. In this illuminating conversation, Nicole Kankam, Managing Director of Pro Tennis Marketing & Entertainment at the USTA, reveals how America’s premier tennis event has become a cultural phenomenon by masterfully balancing tradition with innovation.

Kankam offers a fascinating glimpse into the tournament’s diverse audience, increasingly representative of America’s demographics, with an even male-female split. Most surprising? Half of all attendees don’t even play tennis themselves, revealing enormous potential for growing the sport.

The conversation delves into the evolution of Fan Week, a free pre-tournament experience that has nearly tripled attendance in eight years. This accessibility strategy has instead created a powerful pipeline, with two-thirds of Fan Week visitors planning to return for the main tournament.

From silent discos during qualifying play to reimagined mixed doubles formats, the US Open exemplifies how sports properties can honor their heritage while embracing change. Kankam sums up the experience in one perfect word: “electric.” It’s this vibrant energy that keeps fans coming back to Flushing Meadows each summer, whether they’re holding a racquet or simply seeking an unforgettable New York moment.

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Recorded Thursday, July 24th, 2025
Host: Damian Bazadona, CEO & Founder, Situation
Guest: Nicole Kankam, Managing Director of Pro Tennis Marketing & Entertainment, USTA
Producer: Peter Yagecic, Innovation Advisor, Situation