In the world of sports marketing, few arenas demand the perfect blend of tradition and innovation quite like tennis. At the intersection of this challenge stands Nicole Kankam, Managing Director of Pro Tennis Marketing and Entertainment at USTA, whose strategic vision is helping transform the fan experience.
Kankam oversees marketing and branding for the USTA’s professional tennis events, with the US Open Tennis Championships as the crown jewel. Her accomplishments include leading the expansion of the US Open into a three-week event through the development of “Fan Week” and “Finals Fan Fest” along with creating the award-winning social impact platform “Be Open,” that has become an annual pillar of the US Open and a celebration of diverse communities in tennis. She oversees marketing campaigns and entertainment initiatives that drive engagement while ensuring the continued cultural relevance of the US Open.
Drawing from her background at entertainment powerhouses like MTV, WWE, and Atlantic Records, Kankam brings a perspective that honors the sport’s legacy while connecting with new generations of tennis enthusiasts. Named to our Marketers to Watch list in partnership with The Wall Street Journal, she shared her approach to brand stewardship and the power of adaptability.
What book or podcast do you recommend to marketing leaders today?
I recommend The Prof G Pod by Scott Galloway for marketing leaders. His unvarnished takes on business, brand strategy, and consumer behavior are not for everyone, but as a former student of his, I’ve always appreciated his bold, unapologetic, yet data-driven approach to business, marketing, and the evolving digital landscape. I often walk away from any interview with him thinking differently and open to challenging convention.
How are you and your team currently using GenAI? In what ways is it most effective?
Our team has found AI most useful in copywriting and distilling communication whether for internal creative briefing or fan-facing messaging. In addition, our US Open online Chatbot, which handles all customer service and fan communication for the US Open, is powered by GenAI ensuring accurate and efficient responses. Seeing such success from the Chatbot, we are looking to expand its usage to the on-site experience to assist fans with real-time information, from wayfinding to event schedules, enhancing their overall engagement. We expect this technology will allow us to streamline operations while providing a more personalized and interactive fan experience.
What’s a prediction you have for entertainment marketing over the next few years?
Entertainment marketing will become increasingly immersive and personalized, driven by advancements in AI, AR, and data-driven storytelling. Fans will expect tailored experiences that seamlessly blend digital engagement and in-person interactions — whether through personalized content recommendations, interactive AR activations, or AI-powered engagement platforms. For US Open marketing campaigns, we have already been leveraging technology to dynamically serve creative that is more relevant to specific audiences. But I think that fans’ expectations will be even higher for brands to deliver content and campaigns that speak directly to them. It’s a great opportunity to leverage data that can deliver hyper-targeted creative to deepen connections with audiences.
What’s something innovative or exciting you’re currently working on?
The USTA recently announced the reimagination and elevation of the US Open Mixed Doubles Championship, moving it to the first week of the tournament — Fan Week — to take center stage. With all matches played in Arthur Ashe Stadium and Louis Armstrong Stadium, a $1 million winner’s prize, and primetime ESPN and international broadcast coverage, this represents a game-changing innovation for the sport. I’m thrilled at the opportunity of a new canvas to create an exciting new vision and presentation for this reimagined event. As the only global professional sport where male and female athletes compete together for equal prize money, this is an exciting opportunity to highlight our leadership in equality.
What’s the most pressing business challenge you’ve faced in the last year and what have you done to solve it?
One of the biggest challenges every year as we plan the US Open is how do we continue to innovate around an event that has a long and storied history, embracing the traditions that fans come to appreciate, but bringing new energy to attract a growing fanbase. The US Open is very much at the convergence of sports, entertainment, and culture, but it’s a challenge every year to ensure that we evolve with the changing landscape to ensure its cultural relevance. The Mixed Doubles Championship reimagination is a perfect example of innovating to bring excitement to this year’s event. As we expand our efforts around US Open Fan Week, and Finals Fan Festival, we are thoughtfully curating experiences that reinforce this cultural relevance, whether through our music choices for on-site concerts, fun DJ block-party style fan events and other creative ways to engage fans in-stadium and throughout the grounds, to continue to raise the bar on sports and entertainment experiences.
What’s one leadership muscle you see as the most important for marketers to exercise?
Adaptability. The marketing landscape is evolving rapidly, and leaders must be agile, embracing new technologies, shifting consumer behaviors, and innovative storytelling methods to stay ahead.
What’s the most game-changing piece of career advice you’ve ever received?
You deserve to be in every room you want to be. Navigating the sports industry as a Black woman comes with challenges, but this advice has been a powerful reminder of the value of my unique perspective and to confidently contribute to every conversation. It’s about knowing your worth, advocating for yourself, and never second-guessing whether you belong.
What gives you energy and inspiration outside of work?
My children are my biggest source of energy and inspiration. Watching them grow, explore their passions, and challenge themselves keeps me motivated both personally and professionally. Recently, I’ve also taken up tennis, playing with friends on a weekly basis —ironically, after nearly 20 years at the USTA! Experiencing the sport as a player has given me a fresh perspective and a deeper appreciation for the game.
Marketers to Watch is a recognition series to spotlight highly innovative and forward-thinking marketing leaders in the community. If you have someone you’d like to nominate for the series, apply here.
