USTA Taps Creators to Draw Young Fans

The US Tennis Association (USTA) has launched a dedicated credential program for social media creators at the US Open as part of a drive to court younger audiences.

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NEW YORK -

Roughly 50 creators spanning food and beverage, lifestyle, entertainment, fashion and family niches have been accredited and are producing content at the tournament, Jonathan Zipper, who oversees social media at the USTA, told Reuters.

"We have a wide array of creators generating organic content through their unique lenses," he said.

"They highlight all of the activities around the US Open, not just the tennis, which of course is the centerpiece, but we've built what is essentially a creator playground on the grounds.

"So why not open it up to more creators to come showcase the US Open and the sport of tennis?"