Including communities and diversity actions by the USTA

Today, the world of sport evolves in many aspects: commercial, marketing, digital, merchandising... It's one of the most powerful industries in the world right now. Racism, homophobia, sexism, discrimination, disability... The diversity and inclusion in sport is now very important for sports federations and associations. It's very important to consider the values that sport is for everyone. We met many professionals in the sports industry that have alined their key responsibilities to include diversity and inclusion in sports. This is a key factor for this industry to evolve in a positive way.

How is diversity becoming a key factor in the sports industry ?

Day 2 in New York, we had the privilege to meet with Adele Sobieski, head of inclusion funding, diversification and awards management for the Intermountain section of USTA. Former sales and finance manager in property, she joined the USTA in 2001 to integrate the Intermountain section. Passionate about sports, the USTA gave her the opportunity to work for a great cause. Her goal was to make tennis accessible for everyone.

She has to manage the finances and innovate by finding new ways to promote diversity in tennis. Adele explained to us there are many kinds of discrimination, sexism, homophobia, racism...

The goal is to fight against discrimination by creating a community. In order to accomplish her mission, she has to adapt her strategy according to the different audiences that she faces, different events or cultures. How to communicate is very important for the USTA, it allows them to target their prospects and also to promote their ideas. Most of the USTA's sections use digital communication through emailing, community management, social media and the USTA website. Tennis is a family and a universal sport, in order to reach everyone and new fans like the hispanic community, the USTA has selected Gigi Fernandez as part of the of the digital communication, former number one double tennis player.

Mr Deepak Trivedi "If we don't use the US Open to promote diversity, we lose an opportunity."

Ms Adele Sobieski and Mr Deepak Trivedi explained the importance of using an event like the US Open to promote the diversification in sports. Through an event like this one, the USTA takes advantage of an event broadcasted on TV all over the world and attracting around 700,000 spectators per year. It's the perfect moment to reach a wide audience of all nationalities, cultures and generations.

The USTA fights against homophobia and became a success story. Before the start of 2019 US Open, the USTA created Pride Day represented by the legend and one of the most influential female athletes of all time, Billie Jean King. For this event, the USTA highlighted the gay community by inviting gay sports stars such as the NBA player Jason Collins or the NFL player Michael Sam. The main goal is to include the LGBT community proving that tennis is a sport for everyone.

In the United States, many organizations are developing structures, actions and campaigns to engage communities. During our first conference on diversity, we had the chance to attend to the presentation of three associations which have decided to create action in order to include different communities around the same love, the love of the game.

Oris Stuart is the CEO of the WNBA, her goal is to create a community of young female basketball players to engage and represent the WNBA and the Jr.NBA. In the US, many beliefs basketball in the USA is a sport practiced by a majority of men, through this campaign the WNBA aims to promote women's sport and to develop the future generations of this sport.

Erin Pellegrino was the second speaker of this convention, she's the COO of Rise, an association that seeks to educate through sport. One of her main missions is to fight racial discrimination by engaging younger athletes in programmes which associate basketball and education.

The last association to take part in the conference was NASCAR (National Association for Stock Car Auto Racing), represented by Dawn Harris senior director. Aside from organizing car races, the association creates projects for children to learn through sport. Available online with an application and on the events, the Nascar association educates the younger generation while introducing them to car racing.

The USTA has also created its own foundation 10 years ago, which has the objective to help underprivileged population by using the values of sport and tennis. This foundation is a real challenge for the association who seek in particular to develop tennis in the United States.

Nowadays, diversity is essential to grow sports and make a representation of the population. Sports is like a mirror of our society and inspires more and more the younger generation, especially through its media coverage. For many events, diversity is an opportunity to develop their brand image. The US Open is a flagship tennis event and a leading sports event in the United States. Through the campaigns for diversity and inclusion, the USTA is leading the way to the future of sports.

Thank you very much to Ms Adele Sobieski for taking the time to show us how diversity is a real challenge for the world of sport.