The collaboration between USTA and ESPN with Alicia Keys' musical 'Hell's Kitchen' aims to attract new audiences to the US Open through music and innovative marketing.
An exclusive remix of 'Kaleidoscope' from the Broadway show will feature prominently in promotional materials, including a US Open Manifesto Video broadcast globally.
Kecia Lewis and Shoshana Bean, stars of 'Hell's Kitchen', will play significant roles in the opening events, helping to merge tennis with Broadway for cultural appeal.
The 2024 marketing campaign 'Spectacular Awaits' focuses on increasing visibility and accessibility of tennis for diverse audiences, promoting the sport's cultural significance.
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