The USTA and ESPN announced a multifaceted collaboration with Alicia Keys’ Broadway musical Hell’s KitchenThe music from this show will be played across all channels and platforms during the three weeks of the US Open.
A key element of this collaboration will be the use of a custom remix of the song “Kaleidoscope” from Keys’ 13-time Tony-nominated musical, created for this year’s event. This remix will be featured in the US Open Manifesto video, produced by her longtime production partner Boomshot, which will premiere on opening night of the main draw on August 26. It will also be seen on television, both on ESPN in the U.S. and in more than 200 countries around the world, as well as at Arthur Ashe Stadium and on the grounds of the USTA Billie Jean King National Tennis Center during the two weeks of the main draw through September 8. The Manifesto video will be directed by the 2024 Tony Award winner for Best Supporting Actress in a Musical for her role in Hell’s KitchenKecia Lewis. In addition, two-time Tony nominee and GRAMMY-nominated actress Shoshana Bean, who also starred in Hell’s Kitchenwill play the national anthem on opening night.
In addition to the Manifest video, ESPN will use the custom Kaleidoscope remix and footage from the USTA shoot with bucket drummers from across New York City and on the court at Arthur Ashe Stadium for its advertising campaign to drive viewership at the 2024 US Open. ESPN Marketing will also use select VOs from Hell’s Kitchen Actress and Tony Award winner Kecia Lewis in the campaign.
Partnership with Hell’s Kitchen is consistent with the 2024 US Open marketing campaign, “Spectacular Awaits,” and the theme “Celebrating the Power of Tennis.” The USTA has made a significant effort to reach new and different audiences with the goal of increasing interest and improving access to a sport that offers unparalleled health and wellness benefits.
ESPN Marketing’s advertising campaign will launch on August 20 and will run across all linear, digital and social platforms through the 2024 US Open. The kaleidoscope The track will also be integrated into ESPN production during the tournament.
“We are incredibly excited to bring a groundbreaking musical collaboration to life for the 2024 US Open,” said Nicole Kankam, Managing Director, Pro Tennis Marketing and Entertainment. “The opportunity to do this in partnership with ESPN and really extend this to the broadcast and event at the US Open is an incredible opportunity. And the opportunity to bring the music of Alicia Keys’ Hell’s Kitchenperfectly reflects the New York atmosphere and the feeling of our event.”
“We are thrilled to launch this unique collaboration for the 2024 US Open,” said Rachel Epstein, VP Marketing, Live Sports and Audience Expansion, ESPN. “Working with the USTA and the team at Hell’s Kitchen to integrate ‘Kaleidoscope’ into our marketing efforts and broadcasts allows us to highlight and celebrate everything that makes the US Open so amazing – the electrifying tournament experience, the world-class tennis and the unparalleled vibrancy of the US Open’s home city of New York City.”
“We are thrilled to have the opportunity to work with two iconic, groundbreaking New York institutions, the US Open and Broadway, in a unique partnership,” said Alicia Keys, Lead Producer, Hell’s Kitchen.. “We are grateful for the opportunity to partner with the USTA and ESPN with the shared goal of reaching and inspiring new audiences and promoting the music of Hell’s Kitchen tto build connections and celebrate the 2024 tournament.” Hell’s Kitchen is currently playing at the Shubert Theatre on Broadway (225 West 45th Street) and features a “powerhouse cast” (Variety) led by Tony Award® nominee Shoshana bean, Nominated for a Tony Award® Brandon Victor Dixon, Tony Award® Winner Kecia Lewis, Chris Lee And Tony Award® Winner Maleah Joi Moon. HELL KITCHEN Directed by four-time Tony Award® nominee Michael Greifwith choreography by four-time Tony Award® nominee Camille A. Browna book by the Pulitzer Prize finalist and Tony Award® nominee Kristoffer Diaz – and the music of Alicia Keywith new songs and their biggest hits.Tickets for Hell’s Kitchen are available at HellsKitchen.com and Telecharge.com and can also be purchased at the Shubert Theatre box office.
The US Open, a three-week-long festival of tennis, kicks off with US Open Fan Week, which begins on Monday, August 19 and runs through Sunday, August 25. During this time, admission to the USTA Billie Jean King National Tennis Center grounds is free to the public. Fan Week includes the US Open qualifying tournament and numerous other events and activities. The main draw begins on Monday, August 26 and concludes with the women’s singles final on Saturday, September 7 and the men’s singles final on Sunday, September 8.
