The US Open is betting on events to attract Generation Z.
The US Open launches “Game, Set, Matchmaker,” a series of events aimed at attracting Generation Z and expanding its social reach.
Photo of Dylan Freedom in Unsplash
The US Open debuted a never-before-seen offering in Grand Slam tennis: a digital series called "Game, Set, Matchmaker," in which eight couples went on their first dates in front of cameras over the past week.
The initiative, organized by the United States Tennis Association (USTA), seeks to attract Generation Z and Millennials through content adapted to social media trends.
Inspiration from the reality show boom
The show, consisting of eight episodes on YouTube, arrives at a time when dating shows are a global phenomenon. Titles like Love Island, Love is Blind either The Bachelor have dominated young audiences, and the US Open hopes to replicate some of that success on its own stage.
“We’re always looking for new ways to engage new audiences,” explained Jonathan Zipper, USTA senior director of social media. “In particular, we think about the types of content those groups typically engage with.”
Wimbledon precedent
The commitment to this type of strategy is nothing new in tennis. In 2023, Wimbledon brought in influencer Morgan Riddle, partner of tennis player Taylor Fritz, to headline the series. Threads, focusing on fashion and lifestyle. The production was well received and remains a recurring project at the British tournament.
Reactions and digital reach
The US Open's announcement generated mixed reviews: while some celebrate the creativity, others question whether the proposal strays too far from the sporting aspect. However, the tournament already has solid support on social media. In 2024, it reached a record 2.3 billion interactions on its official platforms during the three weeks of competition.
With more than 1.6 million Instagram posts under the hashtag #USOpen, the USTA believes initiatives like "Game, Set, Matchmaker" are key to consolidating the tournament's presence beyond the sporting arena.
For the organizers, the goal is clear: to transform the US Open not only into an elite sporting event, but also into a cultural brand capable of engaging new audiences through digital experiences, entertainment, and lifestyle.
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