Naomi Osaka and BodyArmor refurbished her Queens childhood court in a new U.S. Open sponsorship by kbadenhausen
This year’s U.S. Open will take place without fans, but BodyArmor products will be available for players during matches and practices. The brand is also planning a digital and social marketing campaign with its athletes during the event.
In a typical year with fans in attendance, the USTA Billie Jean King National Tennis Center is an attractive property for marketers due to the demographics of the fan base. Women outnumbered men last year by a ratio of 56 to 44, a rarity at big-time sporting events; 78% held at least a bachelor’s degree versus 35% for the U.S. overall. The average household income was $216,000 and ready to spend on apparel, equipment, watches and financial services.
The on-site activation opportunities are a significant part of U.S. Open sponsorships. The lack of fans means sponsors are payingof their usual fees in some cases, according to the USTA’s chief revenue officer Lew Sherr. The WTA Tour has been on a five-month hiatus due to the coronavirus pandemic. The inaugural Top Seed Open this week in Lexington, Kentucky marks the first U.S. event since the Oracle Challenger Series in early March. Osaka is expected to return to action next week at the Western & Southern Open, which was moved to the National Tennis Center from its usual Cincinnati, Ohio home.
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