A BRANDING GRAND SLAM-A COMPREHENSIVE EVENT BRANDING INITIATIVE
This assignment encompassed four consecutive years leading the branding initiatives of the US Open to position the Grand Slam event as one of the world’s top-five sports and entertainment spectacles, helping propel record attendance and revenues.
“Burke played a significant role in helping us brand and position our grand slam event,” said Arlen Kantarian, Chief Executive, Professional Tennis, USTA. “His strategically focused efforts dramatically transformed our event, celebrating the athleticism and spectacle of the US Open, which helped our sponsors more effectively activate their US Open partnerships and giving our fans more ways to enjoy the event.”
The comprehensive effort included the creation of the event’s annual theme art; event logos; on-court sponsored signage; ticket design; event programs; licensed products; and several on-site upgrades including the design and construction of a new food village structure and the US Open “Past Champions Exhibit,” showcasing the event’s greatest assets – the US Open’s past champions – dating back to the first event in 1896 in the Pre-Open era.