The U.S. Open, the final grand slam major tournament of the year, is historically the highest attended and arguably most coveted event in professional tennis. And this year, the stakes have only gotten higher, with the tournament offering the richest purse in tennis history, a whopping $46.3 million in total prize compensation! The U.S. Open provides a huge platform for eco-friendly brands and advertisers to have their ads viewed by millions of people nationwide. According to Nielsen Scarborough, there are 20 million tennis fans in the country, people who watched the U.S. Open last year and are either very or somewhat interested in men’s tennis (ATP) or women’s tennis (WTA).
Tennis fans are a lucrative audience. At 50 years old, the average age of a tennis fan is only slightly older than the national average, and they tend to skew slightly male: 54% versus 46% female. Overall, they are more educated and affluent than the typical adult. Over one-third (35%) have at least a college degree, and 15% have earned a postgraduate degree, making than 54% more likely than the average American adult to have done so. And generally with a higher level of education comes a higher level of income, and this is true to form with tennis fans. A tennis fan’s median household income of $61,000 puts them at 15% higher than the national average. What’s more, just over a quarter (26%) of tennis fans have a household income of $100,000 or more, 21% more likely than the average adult.
Being an outdoor sport, it’s no wonder tennis fans are more in-tuned with environmental concerns. Which is why 70% of tennis fans feel that global warming is a serious threat and nearly half of them (49%) feel that they’re more environmentally conscious than most. And the USTA (tennis’ governing body in the U.S.) knows this. Nearly a decade ago the USTA began its green initiative at the U.S. Open to help offset the environmental impact associated with hosting the largest, two week tennis event in the world. From recycling and composting of waste to energy-efficient LED lights on the courts and low-flow toilets in the bathrooms, the USTA has done a terrific job of being in sync with it’s fans and attendees. But tennis fans aren’t just all talk when it comes to environmental issues, their lifestyle and purchasing habits back it up. Tennis fans are 75% more likely to be planning a hybrid or electric vehicle purchase, 40% more likely buy organic food, 32% more likely to pay more for eco-friendly products and services and 27% more likely to buy eco-friendly household cleaning products.
And given tennis fans are heavy consumers of all types of media giving advertising surrounding the event many opportunities to reach eco-friendly eyes and ears.
The 2016 U.S. Open in Flushing Meadows, Queens is sure to bring the fiercest competition of the year, both on and off the courts. The top players in the world will be slugging it out on the courts, while behind the scenes advertisers will be vying to have their messages seen and heard by the highly lucrative tennis fan. And with more than half of tennis fans (52%) agreeing that a company’s environmental record is important to them, advertisers addressing environmental concerns are sure to connect with tennis fans and it will be game, set, match!
Source: Nielsen Scarborough USA+ 2015 Release 2; GfK/MRI Attitudinal Insights
Tennis fan defined as: Watched U.S. Open last year and very/somewhat interested in ATP or WTA.