
Published 06 September 2024
Amid surging consumer interest and brand activity (the number of brands advertising around tennis events has risen by 40% in the last year – CNN, 2024), the US Open (August 19 – September 9) is proving fertile ground for fan engagement. Notable activations include Zalpha-friendly gaming zones and brand-hosted ‘pro versus amateur’ matches, while commentary has received an AI upgrade.



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