U.S. Open Pushes Beyond Queens to Bring Tennis to the People

The USTA has expanded the U.S. Open beyond its traditional Queens base by offering a full week of free events for tennis fans across New York City, building on the success of Arthur Ashe Kids Day. The initiative is part of a deliberate strategic effort launched alongside a 2022 marketing campaign featuring Queen Latifah, aimed at growing tennis globally while keeping it accessible to fans of all backgrounds. The USTA, as the not-for-profit governing body of American tennis, has reported extraordinary growth over the four years since that campaign debuted.