How 6 Brands Are Engaging Tennis Fans at a Fanless US Open

Cocktail kits, video chats and concerts for a remote audience

Chloe x Halle
R&B duo Chloe x Halle perform on the tennis court at a virtual Chase Sound Check Concert. Chase

While the U.S. Open drew a record 737,872 attendees in 2019, this year’s tournament in Queens, N.Y., looks quite different. Players, including Serena Williams, Naomi Osaka and Andy Murray, are required to wear masks and socially distance. Most evidently, the stands at the USTA Billie Jean King National Tennis Center are completely empty. Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.