| Screengrab USTA “Specular Awaits” video on YouTube
NEW YORK—Grammy-nominated artist and New York City icon Fat Joe will voice the US Open’s 2024 marketing campaign, “Spectacular Awaits,” to promote the generational stars taking the courts and the world-class event experience to the growing population of fans.
The “Spectacular Awaits” campaign will debut nationwide on Friday, May 31. Tickets to the US Open will be available to the general public on Monday, June 3, via Ticketmaster and USOpen.org.
According to the USTA, the USTA Billie Jean King National Tennis Center had its all-time three-week attendance record last year, with 957,387 fans coming. This year, the goal is to surpass 1 million attendance.
The campaign concept was developed in collaboration with the USTA’s creative agency, Dentsu Creative, to employ a social-first approach amplified across traditional and digital platforms. The Bronx native Fat Joe narrates the video and audio content utilized within digital and social campaigns, on national television, and through radio and digital audio, emphasizing the flash of talent shining on the US Open’s courts and the exhilarating on-site fan experience.
“Engaging a New York City and cultural icon like Fat Joe with our campaign is a great representation of the US Open experience,” said Nicole Kankam, Managing Director of Pro Tennis Marketing and Entertainment, USTA. “His presence is undeniable, and he’s the perfect match for the growing energy, excitement, and profile of the US Open.”
Fat Joe is a Grammy-nominated recording artist, author, actor, entrepreneur, philanthropist, and media personality from the Bronx, New York. With an acclaimed career spanning four decades, Joe has cemented his legacy as a hip-hop heavyweight, having amassed several multiplatinum and gold studio albums, mixtapes, singles, and collaborations.
The 2024 US Open will be held over three weeks at the USTA Billie Jean King National Tennis Center, from Monday, August 19, through Sunday, September 8. The excitement will begin with US Open Fan Week, during which the USTA Billie Jean King National Tennis Center grounds are free and open to the public.
Fan Week includes the US Open Qualifying Tournament and numerous other events and activities, many of which will be announced soon. The Main Draw will begin on Monday, August 26, concluding with the Women’s Singles Final on Saturday, September 7, and the Men’s Singles Final on Sunday, September 8.
–With Jay Domingo/PDM
