The essentials: The US Open main draws may be taking place this week, but the final Grand Slam of the year drew historic crowds last week thanks to Fan Week activities. On Friday, the United States Tennis Association (USTA) announced Sports Business Journal The goal is to reach a record one million people within three weeks – and it seems to be on track.
The week: Since 2017, the US Open has welcomed fans during qualifying matches and practices, attracting them with free admission and fun, family-friendly activities. This year, Fan Week took place August 19-25 after the USTA added an extra day, and included a concert, star-studded exhibits, comic books and even a street festival.
- Last year’s event drew 157,000 visitors over six days, but the USTA is targeting 200,000 in 2024. Official numbers are not yet available, but the record 47,800 visitors at Arthur Ashe Kids’ Day are promising. If Fan Week reaches its goal And The main draw surpasses the record of 799,000 fans set in 2023. The US Open could reach that goal of one million. An ace.
The why: According to USTA data, Fan Week is a tempting advertisement for the US Open. In 2023, two-thirds of attendees planned to return to the main draw, with half of those respondents planning to buy their tickets after to experience Fan Week. It also draws an affluent, family-oriented and diverse crowd to the Open – half of last year’s visitors identified as people of color.
- The tournament has already managed to convert one-time visitors into lifelong fans. This year’s Open saw 98% of its subscribers renew, suites sold out in April, and more tickets were sold in the first hour of presales for 2024 than in the first five days of presales in 2023.
- Given this loyal support, the USTA was keen to further increase revenue. While it cannot add tennis matches, may Add promotions like Fan Week to attract more people and give partners like American Express and ESPN more opportunities to connect with consumers.
Zoom out: Projects like Fan Week create a culture around the Open that makes tennis exciting and desirable, especially for new fans and their families. And it’s still at the forefront: last year’s Fan Week brought in almost twice as many visitors as the opening week of the Australian Open in January.
- While other leagues rely on fan activation at major events, like the WNBA and NBA at their respective All-Star weekends, they tend to focus more on advertising. It pays to offer high-quality, affordable experiences that are less about branding to get people in the door, because that’s how you can create loyal, long-term fans. Game, set, match.
