Love Matches: How Grand Slam Tennis Courts Gen Z Fans

This is part of the U.S. Open’s latest initiative, “Game, Set, Matchmaker,” aimed at attracting Gen Z to Grand Slam tennis. Tournaments like Wimbledon and the U.S. Open are taking innovative steps to captivate a new generation of fans.

“We’re constantly seeking new ways to engage new audiences,” stated Jonathan Zipper, senior director of social media for the U.S. Tennis Association, organizer of the U.S. Open. “Our focus is on Gen Z and Millennials, so we create content that resonates with these groups.”

The eight-episode YouTube series premiered on Sunday, tapping into the popularity of dating shows such as “Love Island” and “The Bachelor,” which are hugely popular among younger American viewers.

For the USTA, this novel approach is intended to capture attention. Last year, the U.S. Open garnered 2.3 billion interactions on its official social media platforms during the three-week tournament, an event record. As tennis gains cultural significance, official accounts attract a lot of attention, prompting these tournaments to get creative by using external personalities to boost content creation.

In 2023, Wimbledon enlisted Morgan Riddle, a tennis influencer and partner of fourth-ranked player Taylor Fritz, to lead a digital video series called “Threads.” The series, which focuses on tennis fashion and lifestyle, appeals to fashion enthusiasts and serves as an entry point to tennis for young audiences.

Originally announced as a dating show with one woman dating multiple suitors, “Game, Set, Matchmaker” has evolved into its current format, receiving mixed reactions on social media.

Participant Ronnie Gunter, who recently moved to New York City, joined the show on the suggestion of a friend. “Why not?” he thought. “It’s a fun new experience.”

Tennis already boasts a substantial social media presence, with the #USOpen tag amassing 1.6 million posts. While fan engagement benefits tournaments, Zipper emphasizes the value of creating in-house viral content to strengthen their own channels.

“We’re committed to expanding our channels,” Zipper said. “By creating engaging content, we aim to connect with those interested in tennis and strengthen their connection to the U.S. Open brand. We want to grow our audience directly through our platforms.”

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