American Express Serves Up NYC Pop-Up Tennis Court Experiences Ahead Of US Open

Two weeks before the start of the 2021 US Open, US Tennis Association (USTA) partner American Express has opened pop-up courts in Manhattan so that tennis fans can test their own game at the experiential branded space.

The six pop-up branded courts have been built at Pier 76 on the banks of the Hudson River in Manhattan and AmEx is inviting tennis fans and card members along to the new curated experience to channel their inner Serena Williams and Novak Djokovic ahead of the 30 August start of the US Open in Flushing, Queens.

The new courts initiative follows on from a recent study from the Physical Activity Council showing that total tennis play rose 22% in the UDSA during the pandemic and, as demand has increased, tennis fans have experienced challenges finding available courts to play on.

So between 23 and 31 August, card members and tennis fans can book one of the six new pop-up tennis courts alongside the Hudson and can also enjoy food and drinks at the on-site open air lounge.

Five of the six courts are available for pre-booking for AmEx Card Members via Go.Amex/Courts, while the sixth court is available on a first-come-first-serve basis. A $5 court booking reservation fee is required and proceeds will be donated by ticketing platform Universe to the USTA Foundations’ Excellence Team program which supports youth tennis in underserved communities across the country.

The pop-up is promoted via a local and national PR, email and social campaign.

Hey, NYC! Get your tennis racket ready and stock up on fresh balls. The American Express Courts at Pier 76 will be open from 8/23 to 8/31. Book your spot now at https://t.co/G5qGSU87zo. Tennis is better #withAmex. pic.twitter.com/oaXZn11sIs

— American Express (@AmericanExpress) August 16, 2021

The pop-ups mark the start of AmEx’s on- and off-site activation programme which spans an exclusive card member pre-sale period and will also include complimentary bag check, the American Express Radio and access to a new outdoor Amex Patio, the Centurion Suite and the Card Member Lounge.

The sponsor is also offering a one-time statement credit for purchases made with enrolled, eligible cards at participating merchants at the tournament and opening a second American Express Shop – a contactless shopping experience.

“As a partner of the United States Tennis Association (USTA) for almost three decades, we continue to put innovation and a focus on delighting our customers at the forefront of our strategy,” said American Express VP of Global Sports Experiences and Partnerships Lindsay Ulrey. “We know how special this event is to New York and to our community of Card Members, so we are serving up even more special moments to elevate their membership and truly show why tennis is better with Amex.”

Comment:

This year’s activation will follow in the footsteps of AmEx’s 2021 Wimbledon work from June which included an Andy Murray fronted ‘Champions Rally’ AR Game.