Try these winning tactics from the annual tennis tournament’s sponsors.

 

 

Match the words in bold 1-11 to their synonyms a)-k) below:

 

More than one million fans attended the U.S. Open in 2024, reportedly generating nearly $560 million in operating 1. revenue for the U.S. Tennis Association. (…)

For the 20-plus brands that sponsor the U.S. Open, the tournament presents a 2. unique opportunity to 3. woo engaged customers through activations, product giveaways, and interactive games. Almost everything is, of course, 4. tennis-themed—but we 5. spotted a few more marketing trends while attending the tournament on Sunday. Here’s how you can 6. emulate their strategies when hosting your own brand activations.

Personalize everything

American Express went all in on customization this year. It’s clear to see at the financial service corporation’s fan experience center, which 7. features a tennis ball personalization station. Plus, American Express card members can visit a hat patch bar—which adds custom patches to U.S. Open hats bought on-site—and trade out their shoelaces for new laces made with the color, pattern, and charm of their choosing. Ralph Lauren, the U.S. Open’s official 8. outfitter, is also selling create-your-own shirts, hoodies, and hats at the tournament.

Make it interactive

Interactive experiences 9. are all the rage too. At the American Express fan experience, visitors can play games of “glow tennis” and create videos that look as if they were filmed from a tennis ball’s point of view (…). La Roche-Posay, the U.S. Open’s official sunscreen partner, also debuted an interactive tennis game that allows players to compete against the sun itself rather than a live opponent. (…)

Give out products with a purpose

The best way to ensure consumers will actually use product samples is to 10. give them out at exactly the right moment. By giving out sunscreen at the sunny Open, La Roche-Posay does exactly that—and as a result, visitors can be seen using its products all throughout the tournament’s grounds.

The U.S. Open’s financial institution sponsors keep consumer needs in mind too. For example, American Express gives out sponsored radios that guests can use to listen to sports commentary as they watch matches in real time—a great tool for any tennis beginner. Chase, on the other hand, offers free 11. portable charger rentals for fans with a low phone battery.

a) imitate

b) are very popular

c) transportable

d) attract

e) distribute

f) clothing supplier

g) income

h) one-of-a-kind

i) observed

j) includes

k) (concept)-driven

 

Key: 1g); 2h); 3d); 4k); 5i); 6a); 7j); 8f); 9b); 10e); 11c)

 

In order to read the whole article, go to: https://www.inc.com/annabel-burba/3-brilliant-marketing-strategies-you-can-borrow-from-brands-at-the-u-s-open

 

Practice makes perfect

Watch the video and decide if the sentences below are true or false:

 

1. Tennis rackets used to be made out of carbon fibers before switching to wood.

2. Wood was the dominant material for tennis rackets for about 400 years.

3. Natural gut strings for tennis rackets are made from cow intestines.

4. Most tennis players today use natural gut strings rather than nylon strings.

5. Topspin causes the tennis ball to fall sooner due to the Magnus effect.

6. Rafael Nadal’s topspin can make the ball rotate faster than a washing machine.

 

Key: 1F; 2T; 3T; 4F; 5T; 6T

 

 

Discuss

 

• In what ways can understanding the science behind a sport, such as physics in tennis, create opportunities for innovative marketing or fan experiences?
• How do brands like American Express and Ralph Lauren use personalization to enhance the fan experience?
• Why are interactive experiences, like glow tennis or video simulations, effective in engaging fans at sporting events?
• How does giving out products “with a purpose,” such as sunscreen or portable chargers, impact the perception of a brand?
• What marketing strategies from the U.S. Open could be applied to other large events to improve customer engagement

 

Watch and Revise!

Ace Your Marketing Game with U.S. Open Strategies

 

 

https://www.cloud.worldwideschool.pl/index.php/s/C5tS9YGnpaeSmfm

 

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