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Collaborative Marketing: How the USTA leverages the US Open to Grow Participation

About the Program

The Power of Brand to Connect

As marketers, we understand the power of brand to connect with audiences old and new. The 50th Anniversary of the US Open in 2018 presented an exciting opportunity for the United States Tennis Association to re-imagine its crown jewel. And with the launch of the USTA’s new youth brand – Net Generation – in 2017, we also have the opportunity to capture the attention of youth fans and players through leveraging the largest attended sporting event in the world and final grand slam of the year.

Amy Choyne, the USTA’s Chief Marketing Officer, will share the story of the US Open’s rebrand and the USTA’s plan to integrate Net Generation across all its platforms from digital to event marketing to promote the sport and drive participation and growth at the local level.

Session Take-Aways

  1. The process behind creating the next evolution of the US Open brand
  2. Strategies and tactics for promoting local youth tennis
  3. Balancing the role of marketing between pro and community play

US Open Giveaways for all attendees. Event includes Happy Hour Beverages and Snacks.

Event Details

Date: November 6, 2018
Time: 4:00pm to 5:30pm
Includes: Happy Hour Beverages and Snacks
US Open Giveaways for all attendees

Lidia’s Italian Restaurant
  101 W 22nd St.
Kansas City, MO 64108 [MAP]


This event is open to members and non members of AMA. For those purchasing tickets with the membership discount, membership will be checked at the door. 

Limited Student Scholarships are available. Click here if you’re interested.

Meet Our Speaker

Amy Choyne

Chief Marketing Officer, USTA

As the Chief Marketing Officer, Amy Choyne oversees all of the USTA’s marketing efforts across each of its divisions, including community tennis and its emphasis on driving the USTA mission and overall tennis participation in this country, as well as all aspects of the USTA’s professional tennis interests, most notably the US Open, which is owned and operated by the USTA.

Choyne joins the USTA from a multi-faceted retailer marketing career that included senior positions at a variety of international brands, including most-recently Aeropostale, Kenneth Cole Productions and Anthropologie. At Aeropostale, Choyne served as senior vice president of global marketing. At Kenneth Cole Productions, she was SVP and chief marketing officer, and she was the global executive director of marketing for Anthropologie.

Her responsibilities have run through the entire marketing spectrum, from creative campaign development to strategic branding and brand imaging, as well as digital marketing development and database management. Other major brands for which Choyne served in senior marketing roles include Barneys New York, Limited Brands and Giorgio Armani.

About the Brand

From Local Communities to the Game’s Highest Level

The USTA is the national governing body for the sport of tennis in the U.S. and the leader in promoting and developing the growth of tennis at every level – from local communities to the highest level of the professional game.

A not-for-profit organization with more than 655,000 members, it invests 100% of its proceeds in growing the game. It owns and operates the US Open, one of the highest-attended annual sporting events in the world, and launched the US Open Series, linking seven summer WTA and ATP World Tour tournaments to the US Open. In addition, it owns approximately 90 Pro Circuit events throughout the U.S. and selects the teams for the Davis Cup, Fed Cup, Olympic and Paralympic Games.

The USTA’s philanthropic entity, the USTA Foundation, provides grants and scholarships in addition to
supporting tennis and education programs nationwide to benefit under-resourced youth through the
National Junior Tennis & Learning (NJTL) network. For more information about the USTA, go to or follow the official accounts on Facebook, Instagram, Twitter and Snapchat.

Event Registration

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