• by Steve McClellan  @mp_mcclellan, May 17, 2016

The U.S.Tennis Association has hired LimeGreen Moroch to help strengthen the USTA’s multicultural marketing initiatives. 

The Chicago-based cross-cultural agency was tapped by the organization to develop strategies and programs that will engage more African Americans, Hispanics and Asian Americans in the sport of tennis both as spectators and participants.

Though the USTA says it has been committed to diversifying the sport for years, “we realize that there are many groups that we need to do a better job of reaching out to and engaging in the sport of tennis,” said Nicole Kankam, Managing Director, Marketing, USTA. “With the help of LimeGreen Moroch, we hope to bridge the gap between the sport of tennis and the growing multicultural community.”

LimeGreen Moroch will focus heavily on research for the USTA brand, conducting focus groups in major markets and fielding a national, comprehensive quantitative study. Simultaneously, in support of the US Open tournament (Aug. 29 – Sept. 11 2016) the agency has been tasked with developing a marketing communications strategy and plan that will help drive incremental multicultural interest and attendance.

“The USTA is a prestigious brand with a long history of diversity and has numerous leverage points that can increase its relevance to multicultural consumers” said LimeGreen Moroch CEO, Michon Ellis. We plan to attract new fans, players and supporters to the sport of tennis, at every level, in the United States.”

Other LGM clients include McDonald’s, Kia Motors America and Namaste Laboratories.