🎾 Introduction: Sports Meets the Creator Economy The U.S. Open 2025 isn’t just about world-class tennis—it’s also about world-class content . This year, the United States Tennis Association (USTA) rolled out a bold new strategy: giving 50 social media creators courtside access to create fresh, behind-the-scenes coverage. This multi-dimensional digital strategy aims to go beyond traditional broadcasts and reach fans worldwide through authentic creator-driven storytelling . 🌍 A Creator-First Strategy Inspired by Wimbledon’s Success The USTA’s move follows the Wimbledon 2024 model , which reported a 71% jump in video views after integrating social creators into its media coverage. By opening its gates to fashion, lifestyle, food, and entertainment influencers—not just sports journalists—the U.S. Open is broadening its reach to non-traditional audiences . For example: A food creator can showcase the exclusive dining experiences at Arthur Ashe Stadium. A fashion ...