10 and Under Tennis Hits Consumers in Major Push

January 25, 2012 · No Comments

At the USTA Community Tennis Development Workshop in New Orleans in January, Kurt Kamperman, the chief executive of Community Tennis, stressed that the USTA will “focus on fewer things that will create bigger results, and do them better.” In 2012, he added, that means concentrating on 10 and Under Tennis.

“If you’re only focused on adults, this is the year you need to add kids,” he told the more than 700 community tennis leaders. “This is the opportunity of a lifetime.”

Kamperman said that over the last few years, the USTA and the industry has been “building the infrastructure” to deliver 10 and Under Tennis, speaking mainly to the industry and tennis providers. But in 2012, “the reach goes to general consumers.”

Kicking off the consumer reach will be a key partnership with the popular Nickelodeon television network that starts Feb. 4. Nickelodeon reaches 100 million households and is ranked as the No. 1 cable channel, reaching both children and their parents. The two stars of the new Nickelodeon program “How to Rock”—Cymphonique Miller and Max Schnieder—will be promoting 10 and Under Tennis, including filming a spot for the USTA to air on the show.Both stars also will be doing appearances for 10 and Under Tennis.

The consumer reach continues with Youth Registration, held during the month of March and keying on Tennis Night in America on March 5. On that Monday night, the BNP Paribas Showdown will be held at Madison Square Garden featuring Roger Federer vs. Andy Roddick and Maria Sharapova vs. Caroline Wozniacki. The evening will be broadcast on ESPN, says Kamperman, adding, “We’re going to use the telecast as a commercial for 10 and Under Tennis.”

The SmashZone tour, with interactive games for kids, will again be on the road throughout the U.S. in 2012. From March to October, SmashZone will stop at fairs and non-tennis events to bring in kids who normally wouldn’t see 10 and Under Tennis messaging. SmashZone also will be at select US Open Series events and the US Open. In addition, Nickelodeon’s Cymphonique Miller and Max Schnieder will be doing appearances at select SmashZone stops.

Nickelodeon also sponsors the annual “Worldwide Day of Play” in September, in which kids are urged to get outside and play. Kamperman said 10 and Under Tennis will be an “unofficial sponsor” of that event, with a goal of having 1,000 Play Days featuring 10U events around the country on that day.

“The goal is to drive parents and young kids to your program,” Kamperman said of the 10 and Under Tennis consumer push. He then listed a number of things that providers should do: