Creator Madness!! The US Open, The Evolving Media Space and The Path Forward…

Last year the USTA came up with a first step program to grow engagement while the “traditional” coverage of the US Open by outlets was shrinking. The Media Center, which was opened while I was at the WTA in 1997 and was as state of the art as any facility in the world at the time, has become a bit of a white elephant  with the changing media tides and demands. The front rows which once filled outlets from all over the world, now get much less use, and a colleague who covers digital traffic for a media business pointed out that a traffic search the last few years saw the most US Open coverage not from The New York Times (now The Athletic) or from ESPN.com to tennis.com, it is from usopen.org and usta.com, the places, which have the most ability to self-story tell about every aspect of the sport in the United States.  

Yes, original content does come from most of the giant platforms, especially as big names take the courts and clickable items like weather and celebrities and special drinks and fashion arise, and non-American platforms who either follow the sport or an athlete are still taking up spaces, but not in the numbers of years past, one of the reason why the current media center will be sunsetted after this year’s event, and will be recreated in a new area that doesn’t dominate the space as it does today.

This is not unlike the challenge any team, or league, or major event faces by the way. The Super Bowl has pivoted from “Radio Row” to “Media Row,” with podcasters, creators and very niche platforms filling space and telling stories that was once dominated by traditional broadcast stations far and wide.  Some teams and leagues have taken measured approaches to credentialling niche outlets, and certainly women’s sports’ rise has opened doors and launched media businesses that would have been an afterthought in years past.

You evolve with the business, you do your research and open some doors and you try and find a balance and then evaluate as you go in a fluid media environment. It’s a smart way to go to an audience, as opposed to waiting for the time and attention strapped audience to find you.

So, this year, the USTA decided to take a next step in a two fold approach. First, it allowed approved media outlets to add in-house content creators to their credentialed lists. So if CNN for example, wanted to have a traditional print spot and add people from their social team, they were able to do that, a response to the communications team listening to the media demands and adjusting accordingly.

Then they decided to increase access to credentialed creators, similar to what happened in year one. They had to be identified by an outlet…let’s say a wine outlet…and had to follow the rules put forth. More volume, maybe less pain. This is in addition to brands who were on site at the Open inviting their own creators/influencers with tickets and hosting them in suites, other who may just have bought grounds passes and were posting on their own and on and on.

It also did not include social teams that were part of an athlete crew documenting their own stories. The result was probably more confusion on who was where doing what, as the USTA made it pretty clear the credential control they had in place that could not account for anyone with a mobile device in a suite or with a ticket suddenly holding up their phone and potentially disrupting tennis etiquette.

A colleague pointed out this was a blip in theaters for several years by the way, until clear PUBLIC guidelines were established, and a few stars on stage like Patti Lupone, literally called out someone using their phone during a show.

Adjust, establish and move on.

Let’s get one thing straight though. This is not new in sport. Teams, leagues, brands, athletes have built followings of people both for fun and for cash in some cases, whose goal is to follow the rules that are set (like the USTA has done) and then share to the larger audience. No surprise, maybe a little harm, but again adjust without the drama.

With all that in mind we hit up one of our mentees, one of our former students, and a rising star in the space who plays by the rules for some thoughts on this kerfuffle.

Aliyah Funschelle is an engaged and thoughtful storyteller with a focus on sports and entertainment content and the sections where they cross. Through her reach on a wide range of social media platforms and brand “Sports with Aliyah”, she offers her growing audience a unique and interactive outlook on sports and the industry. She also hosts “The Match-Up with Aliyah” on iHeartRadio.

There has been some heat put on the USTA with regard to creators being credentialed, is it warranted and if not, why?

I don’t think the heat is warranted, especially with credentialed creators. I think the USTA did a good job vetting creators for credentials. It’s more so the influencers that attended on behalf of the brands that seemed to be disrupting the matches. While I do feel like some of the heat and annoyance is warranted, I also feel as if it’s blown way out of proportion. I’ve seen disruptive behavior from influencers, but I also saw it from casual fans in the stands along with business executives in suites (such as taking photos and talking loudly during points).

You have been working on site across numerous sports in your career, what advice do you give those who are maybe eager to please?

It’s important to understand the culture and etiquette of a sport. Every sport has a different set of expectations and traditions, and it’s best to learn as much as possible ahead of time so that you can provide the best coverage, while not sticking out like a sore thumb.

How has the media landscape evolved to incorporate those who are in the creator economy in sports. What’s a great example of how a team or league has used your skills to grow an audience?

The creator landscape in sports has grown as social media has grown. Fans want access to a team that feels and looks different than traditional media coverage. Especially GenZ fans – they value authenticity and content that doesn’t feel too buttoned up. A good example is the New York  Liberty: they’ve been credentialing creators for years now. They know creators can help amplify their efforts and give fans a new perspective into Liberty game days.

Do those new to the sports world seek you out, and even if no, what advice would you provide for those first at an event?

I naturally meet other influencers who don’t cover sports. I usually give them a rundown on why the specific game is important, but my advice would be to research the sport, teams, fans, and “lore” of the environment they’re entering.

How has your work grown just in the past few years, and what’s next in terms of engagement with teams and league for the fall?

My work has expanded so much over the last few years in terms of access for organic content moments and paid content. More brands are utilizing creators to be an extension of their sports marketing efforts, and I’ve built some established some great brand and team partners. For fall coverage I’m looking forward to WNBA Playoffs, the NBA starting, and would love to do more in the NFL or F1.

Make sense?

Now is the result an overcorrection like Wimbledon saying they are not credentialling creators? Different environment, but that’s not going to stop people from whipping out a cell phone, or from people who have a ticket looking for a viral moment. It actually lessens control, so let’s see how that plays out.

The reality is the happy medium that will come over time. Traditional media is ebbing, attention to events big and small is needed, and the feeding frenzy will die down. Those looking for the return to the genteel days of the past should check their ideas at the door, because coverage can’t go backwards. It takes away relevance, conversation and value.

It’s not an easy mix but the best properties…US Open included…will find the right mix as the industry keeps evolving, and the attention…hopefully keeps growing.

Survive, adjust, and advance.