US Open to Serve as Platform to Support Grassroots, Tennis Industry

August 31, 2020

FLUSHING, N.Y., August 31, 2020 – The USTA announced plans to capitalize on opportunities throughout the US Open to drive awareness of a variety of key initiatives to promote and develop the growth of tennis throughout the country.

“The US Open has always served as our greatest opportunity to drive awareness of our sport and to grow the game across the country, as the entire world turns its eyes towards the amazing competition taking place at the USTA Billie Jean King National Tennis Center,” said Mike Dowse, USTA Chief Executive Officer and Executive Director. “This year, it is even more important that we utilize this platform to amplify initiatives that need attention, whether helping to support areas of the tennis community that are in need of assistance during this global pandemic, or making the general public aware of the opportunities that are out there to get out play tennis at the grassroots level.”

The USTA will utilize numerous channels to bring awareness to key initiatives throughout the course of the 2020 US Open. The lower bowl of both Arthur Ashe Stadium and Louis Armstrong Stadium will be covered in scrim, which will be rotated throughout the Open, allowing for a variety of initiatives to be featured over the fortnight. Digital boards throughout the stadiums will also amplify these efforts, in a coordinated fashion.

The USTA will also utilize its partnership with ESPN to elevate awareness, working to incorporate messaging and visuals into the broadcast, as well as running coordinated advertising surrounding a number of these efforts. A breakdown of key areas of support follows:

USTA Foundation’s “Rally to Rebuild”

The USTA Foundation, the charitable arm of the USTA, helps to fund the more than 250 National Junior Tennis and Learning (NJTL) Chapters throughout the country, which serve more than 160,000 youth on an annual basis, providing free or low-cost tennis and education programming, enabling kids in need to succeed on the court, in the classroom and in life. Many of these NJTL Chapters were, like so many, hit incredibly hard by the COVID-19 pandemic. In order to address that concern, the USTA Foundation started the “Rally to Rebuild” effort to raise funds which would help to keep these programs operational during this crisis, giving their participants the opportunity to continue to play the sport they love, and continue to receive the other educational services these organizations provide.

As part of the “Rally to Rebuild” campaign, the USTA Foundation held a virtual Round Table giving the next generation of diverse, young tennis leaders the opportunity to take part in an intimate discussion with tennis icons. This robust discussion pays tribute to NJTL cofounder Arthur Ashe, tackling meaningful issues, including civil rights, equal rights, and human rights. This Round Table features tennis luminaries Venus Williams, James Blake and Frances Tiafoe joining six young people from NJTL chapters throughout the country, and is featured on, Facebook and Twitter.

Longtime US Open partners Mercedes-Benz and Emirates will both be helping to raise funds for “Rally to Rebuild”, as well, through two in-tournament activations:

On Monday, August 31, the USTA Foundation will also hold a livestream event on to thank donors who gave to “Rally to Rebuild.” Donors will enjoy an exciting hour of virtual fun and laughter with guest appearances by celebrities and legendary tennis champions such as Chris Evert, Alec Baldwin, Daymond John, Robert Herjavec, Katie Couric, John McEnroe, Patrick McEnroe, Chris Mann and other surprise guests.

For more information go to

Net Generation

“Net Generation,” the USTA’s youth brand for tennis, is aimed at making it easy for kids and their parents to get involved in the game. Utilizing, a variety of video and digital assets are available to visitors and members, giving them different lessons and activities to take part in, for players of all abilities. Beginning in late March, to address what many have been facing throughout the pandemic, started offering new and exclusive content branded “Tennis at Home,” focusing on tips, drills and activities that could all be played at home, without having to go to a tennis court. These activities enabled young tennis players to take part in the sport they love, in a healthy and safe manner. will also house Net Generation activities in the At-Home Guide Section of the website.

For more information go to Net

Get Out and Play

In June, The USTA launched a marketing campaign to showcase tennis as the ideal social distancing sport to play. “Get Out and Play” draws upon the benefits, both physical and mental, of playing tennis, for individuals of all ages. The campaign utilized a multi-platform approach – across radio, broadcast, and digital – to reach the maximum audience, with the idea of targeting both those that are current tennis players, as well as those that have never pick up a racquet.

Tennis Industry United

In March, the USTA announced the creation of Tennis Industry United, a collaboration of the USTA, TIA, USPTA, PTR, ITA, ATA, major endemic media partners and others, which was charged with assessing overall industry needs and making recommendations for how to best assist industry sectors in need of help, in the face of COVID-19. The following month, in April, after the first phase was completed and information had been collected and analyzed, the USTA committed to $50 million in spending to provide relief for those areas most greatly affected. This included $35 million committed to community tennis programming, $5 million in facility grants, $5 million in NJTL chapter support through the USTA Foundation, $2.5 million in Certified tennis Teaching Professional Grants, and a variety of other services and resources to help local tennis programs, facilities, and workers continue to remain viable throughout, and following, this pandemic. These efforts have continued, with a focus on providing resources, information and assistance for its constituents. The “Move Tennis Forward” campaign has also been a key push of Tennis Industry United, highlighting the opportunities for, and emphasizing the recruitment of, certified tennis teaching professionals in the U.S. For more information, go to