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The U.S. Available will not sell the identifying rights to the Billie Jean King National Tennis Center, Arthur Ashe or Louis Lance armstrong stadiums despite just concluding an expensive 5-year, $600 million renovation job, tournament organizers told Reuters.

Football, football and basketball teams frequently play in venues known as after banking, energy, telecom and other companies that have signed long-term contracts to lock in the particular highly-visible advertising spaces.

With its fervent fanbases, New York boasts the two most pricey naming rights contacts in sports – Citi Field, where the Mets play, and Barclays Center, home from the Brooklyn Nets – with those suppliers reportedly paying around $20 , 000, 000 a year.

But USTA officials said they see more value in remembering its sport’s heroes.

“Arthur Ashe ground and the Billie Jean King National Racket sports Center are named not only after just two activities icons, but social symbols,” Gordon Smith, CEO and government director of the USTA, said within the interview.

“We are in the business of promoting sponsorships,” he said.

“But we’re also in the industry of promoting the game and promoting the social icons linked to our game.”


Former environment number one King is an candid advocate for equality and it’s credited with helping most women achieve equal prize capital to men at Huge Slam tournaments, starting with the particular U.S. Open inside 1973.

The late Ashe is a Area of Famer and was a civil rights activist who gained the first U.S. Open in the politically-charged year of ’68.

The African American grew up in segregated Richmond, Virginia, went on to speak out there against South African apartheid and also served as a model intended for athletes addressing social issues for decades to come.

Louis Armstrong wasn’t known to swing a racquet but the pioneering African American Folk musician lived near the tennis games center in Flushing Meadows until his death with 1971.

“We’re lucky,” Billie Jean Master told Reuters prior to the tournament’s starting up night ceremony.

“It was fabulous for Arthur and me for being honored in this way. There’s sensation of permanency.”


Even if the USTA decided to squeeze naming rights on the block, their unlikely it would attract the kind of cash that is thrown during other New York sports arenas, said Robert Prazmark, chief executive involving 21 Sports and Enjoyment Marketing Group.

That is because compared with other sports that have long seasons, fanfare around the Ough.S. Open is limited to the two-week tournament in Filtering Meadows.

“It would be a tough promote,” Prazmark said.

“They’d get enormous opposition from the tennis local community if you took the names away those buildings and I doubtfulness there’s enough value for them to do it.”

And the U.Ersus. Open is hardly hoping for sponsors.

Rolex, Emirates Airline, Follow, American Express and IBM are among the companies that pay a lot of money to have their names plastered surrounding the grounds, where 700,1,000 fans are expected to come throughout the gates over the two-week tournament.

“We’re also here in the biggest and greatest football stadium in the world,” Tom Okker, who fell to Ashe in the 68 final, told the crowd made at the stadium for the launching night ceremony.

“And it’ohydrates carrying Arthur’s name once and for all.”



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