Power Players: U.S. Open, Marvel Storyline Unites Tennis Stars, Super Heroes
Friday, August 2, 2024 at 05:05PM By Barry Janoff
Aug. 2. 2024: The stars are aligning for the U.S. Open Grand Slam, and so are the super heroes, joining as doubles partners in a multi-platform activation.
Calling it a “landmark collaboration,” the U.S.Tennis Assn. and Marvel have formed a partnership highlighted by an original comic book featuring a roster of top-ranked ATP Tour men and Hologic WTA Tour women players in action alongside the Avengers.
The limited-edition comic book — set at the U.S. Open with a storyline inspired by this year’s theme, “Celebrating the Power of Tennis” — features such players as Naomi Osaka, Carlos Alcaraz, Iga Swiatek, Frances Tiafoe, Jessica Pegula, Taylor Fritz, Aryna Sabalenka, Ben Shelton, Sloane Stephens and Nick Kyrgios, interacting with Marvel’s iconic characters.
The USTA said 15,000 copies would be available for free during U.S. Open Fan Week, scheduled for Aug. 19-25, including Arthur Ashe Kids’ Day and Open Practice Day, in the USTA Billie Jean King National Tennis Center, Flushing, NY.
Of the 15,000 print copies of the comic book, 1,500 books are being given away each day from Monday thru Friday of U.S. Open Fan Week (Aug. 19-23) to people who have signed up for Fan Access Pass.
The remaining copies will be given away during Arthur Ashe Kids’ Day Saturday, Aug. 24, and on Open Practice Sunday, Aug. 25.
The comic books will be distributed on a first-come, first-serve basis to people who have scanned their Fan Access Pass at the "Power of Tennis" booth near Arthur Ashe Stadium, with a limit of one comic per person for the week.
"Bringing the Marvel Universe to the U.S. Open for the first time will make this year's Fan Week one of the most unique and exciting places to be for everyone," Nicole Kankam, USTA managing director, Pro Tennis Marketing and Entertainment, said via the organization.
“This collaboration not only elevates the on-site experience for fans but also strengthens the power of this year’s theme, with tennis’ top stars and Marvel Super Heroes ‘Celebrating the Power of Tennis’ together."
Fan Week will also host a variety of on-site activities featuring the Marvel Universe, including Marvel character appearances, comic-book signings and "How a Comic is Made"lessons from Marvel’s Spider-Man comics editor Nick Lowe.
"Marvel is a window to the world, with New York serving as the setting for so many of Marvel's epic stories," Jon Harris, CEO of AthLife, the agency that facilitated the activation, said via the firm.
"With the U.S. Open's identity as a marquee New York City event, it was a natural for these two iconic brands to come together with some of the world's best tennis players to deliver a fun story showcasing the power of tennis for the fans."
The U.S. Open Grand Slam runs Aug. 26-Sept. 8, with qualifying matches Aug. 19-22 (ESPN, Tennis Channel).
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