The summer of 2022 has been a challenging one for Disney-ESPN. With ongoing cutbacks, disappointing movie box office results, and strategic uncertainties, the company has been facing a lot of stress. In fact, Disney stock recently hit a nine-year low, causing even more concern for the entertainment giant. However, amidst all the turbulence, there is hope on the horizon. The U.S. Open Tennis Championships is set to kick off, bringing a much-needed boost to Disney-ESPN. Alongside the arrival of college football and the NFL, these live sporting events have the potential to uplift the empire.
While football’s benefits are well-known, the U.S. Open has quietly turned into an annual late-summer highlight for ESPN. Since acquiring exclusive broadcasting rights in 2015, ESPN has experienced a surge of momentum with the tournament. Last year’s tournament drew an average of 1.2 million viewers on ESPN and ESPN2, marking the largest audience since 2019. The total viewership increased by 50% for all viewers and an impressive 62% among 18-to-49-year-olds. These impressive numbers have caught the attention of ad buyers, leading to the selling out of advertising inventory for the two-week event months in advance.
With over 20 sponsors and nearly 150 advertisers spanning across 75 categories, the U.S. Open has become a highly sought-after advertising opportunity. Notably, 14 of the 20 sponsors are official sponsors of the United States Tennis Association, demonstrating the media company’s strong partnership with the tournament’s presenting organization. Disney Advertising highlighted the broad range of marquee sponsorships and the sellout of advertising inventory as a testament to the unparalleled appeal and reach of this iconic event. The collaboration between Disney, brand partners, and the U.S. Open is set to deliver an innovative and exciting fan experience across both linear and digital platforms.
One factor contributing to the success of the U.S. Open is the consistently fascinating narrative of men’s and women’s professional tennis in recent years. Novak Djokovic’s battle with longtime rivals Roger Federer and Rafael Nadal has captured the imagination of tennis fans worldwide. Djokovic’s pursuit of the all-time record for career major titles, currently standing at 23, adds an element of intrigue to this year’s tournament. On the women’s side, Serena Williams, who has already won 23 majors, ended her remarkable run at last year’s Open with a third-round loss. Her farewell match drew a record-breaking 4.6 million viewers, making it the most-watched tennis match in ESPN’s 43-year history.
The emergence of new talent has also injected excitement into the sport. 20-year-old Spaniard Carlos Alcaraz captured his first major title at the 2022 U.S. Open and upset Djokovic at Wimbledon in July. Additionally, 19-year-old Coco Gauff made a remarkable run to the quarterfinals last year and enters this year’s tournament in top form. These rising stars add an element of unpredictability and intrigue to the competition, attracting more viewers.
To meet the growing demand from fans, ABC, ESPN, ESPN2, and ESPN Deportes have planned over 260 hours of Open coverage. In addition, ESPN+ and ESPN3 will showcase more than 550 matches, ensuring that fans can catch all the action. This year also marks the first time that ABC will air the tournament live on September 3, featuring matches in the Round of 16. Dual network primetime coverage is set for August 29-30, with ESPN focusing on Arthur Ashe Stadium and ESPN exclusively covering Louis Armstrong Stadium.
Despite being located in the outer borough of Queens, the Billie Jean King Tennis Center attracts a diverse and notable crowd. Last year, celebrities like Ben Stiller, Kendall Jenner, Lin-Manuel Miranda, and Anne Hathaway were spotted attending the event. The U.S. Open’s allure lies partly in the unpredictability of tennis matches, which often extend late into the New York night. The crowds at the U.S. Open are known for their raucous energy, creating an electrifying atmosphere not typically associated with the sport. In fact, the 2021 quarterfinal match between Alcaraz and Jannik Sinner ended at 2:50 a.m., making it the latest finish in tournament history.
During a media conference call, ESPN analyst John McEnroe was asked how he prepares for the late nights and long hours of broadcasting. McEnroe shrugged off the challenges, acknowledging that being a backseat driver is a pretty good gig. He emphasized the importance of maintaining energy levels while on air. Fellow commentator Chris Evert highlighted ESPN’s mindful approach of pacing the on-air talent, ensuring they are not asked to handle morning matches if they have been up past midnight.
The U.S. Open Tennis Championships serves as a lifeline for Disney-ESPN, injecting much-needed excitement and viewership during a challenging period. The tournament’s appeal, riveting narratives, extensive coverage, and high-profile attendees all contribute to its successful partnership with ESPN. As the U.S. Open unfolds, tennis fans and advertisers alike eagerly await the thrilling matches and compelling storytelling that the event promises.