Usa Marketing Strategy

Developing a vision and strategy to further develop the sport of tennis will be my primary and predominant goal in my role as Director of Superstar Marketing. Understanding and analyzing the environment and direction of the sport from a comprehensive perspective will allow us at USTA to make more effective decisions internally. Recognizing and evaluating trends within tennis while continuing to create new ideas and be innovative will allow tennis in the United State to become bigger, better and more respected. Numerous areas of the general environment directly impact USTA. Four that I’d like to focus on today include, USTA’s market, our organization itself, our competition and lastly current changes with respect to technology, politics and

Our current sponsorship deals are geared towards an affluent market because nearly half of the entire fan base has an annual household income of $75,000. While these big name sponsors and affluent fans are a significant part of USTA’s yearly income we look forward to expanding opportunities for those from all socioeconomic backgrounds to participate and consume the sport of tennis. Our market is split pretty evenly with respect to gender. Over forty percent of all spectators are women and female players have actually garnered more success on the court at both the collegiate and professional ranks in the past years. The age of USTA’s participants and consumer is yet another contributing factoring to fully understanding our market. The age bracket from twelve to seventeen has the highest percentage of players at 20.5%, but the overall breakdown from ages six to fifty and older is extremely even. While the current market of tennis is relatively diverse we will continue to push to make tennis more accessible to people of all races, genders, ages, abilities, and socioeconomic

Political and social changes are often challenging to prepare for. Developing preemptive measures to combat political and social changes is difficult task so here at USTA we have and will continue to respond to pressing domestic and global issues as they arise. We will continue to act with the highest standards of morals and ethics to make tennis the most equitable and accessible sport in the United States. Social issues including race, sexuality, equal pay, and politics have existed throughout the history of tennis. Escaping a bubble of conformity that the sport existed in for such a long time is our utmost priority as well look to expand and grow. Outside of political and social change, exists technological change which is very important in this day in age. The lack of roofing on the U.S. Open courts is an obvious technological advancement we are looking to pursue. Additionally, we will look towards technology to improve the spectator experience at the U.S. Open and other tennis events throughout the year. Implementing phone applications that can assist with ticketing, food purchasing, and also offer live updates and streaming options are all projects we hope to implement. The growth of social media and streaming sporting events online are also a priority of the USTA. Allowing consumers to enjoy tennis as comfortably