United States Tennis Association implement Multicultural Strategy

The United States Tennis Association (USTA), the national governing body for the sport of tennis in the U.S. has partnered with LimeGreen Moroch to help strengthen its multicultural marketing initiatives.  The Chicago-based cross-cultural agency was tapped by the organization to develop strategies and programs that will engage more African Americans, Hispanics and Asian Americans in the sport of tennis, as spectators and participants.

“While the USTA has been committed to diversity and inclusion for many years, we realize that there are many groups that we need to do a better job of reaching out to and engaging in the sport of tennis,” said Nicole Kankam, Managing Director, Marketing, USTA. “With the help of LimeGreen Moroch, we hope to bridge the gap between the sport of tennis and the growing multicultural community.”

LimeGreen Moroch will focus heavily on research for the USTA brand, conducting focus groups in major markets and fielding a national, comprehensive quantitative study. Simultaneously, in support of the US OPEN, the world’s highest-attended annual sporting event, taking place Aug. 29 – Sept. 11 2016, LimeGreen Moroch has been tasked with developing a marketing communications strategy and plan that will help drive incremental multicultural interest and attendance.

“The USTA is a prestigious brand with a long history of diversity and has numerous leverage points that can increase its relevance to multicultural consumers. We plan to attract new fans, players and supporters to the sport of tennis, at every level, in the United States,” said LimeGreen Moroch CEO, Michon Ellis.  “At some point, all prestige and/or luxury brands will need to evolve their strategies in order to connect with what we call the new urban sophisticate, a consumer segment that is as diverse as it is aspirational and upscale. The USTA is on the right path for growth and development.”