Catching Up With USTA's Lew Sherr
SBD / July 19, 2012 / Catching Up With USTA's Lew Sherr
Catching Up With USTA's Lew Sherr
Catching Up With USTA Chief Revenue Officer Lew Sherr
(r) said Emirates Airline saw the value of sponsoring the U.S. Open series
The USTA earlier this year introduced Emirates Airline as the new title sponsor for its summer U.S. Open Series, in a deal that USTA Chief Revenue Officer LEW SHERR said "was largely driven by the recognition that these events are televised around the world, and that there's global interest in the sport.
said of negotiating the deal, "Emirates saw the value that we saw in the property, in the series specifically, and that we recognized the value that they brought to the event in terms of prestige, their ability to activate on site and their ability to leverage their global network to help promote our property.
With the U.S. Open Series already in full swing, Sherr
took some time to discuss social media, grunting in tennis, the Olympics and his
favorite place to grab a bite in N.Y.
Q: How has the growth of social media changed the marketing, broadcast and promotion of the Series and what benefits have you seen from it?
: The USTA, the events themselves and the partners are all actively engaged in leveraging social media platforms to promote not only the events, but their unique associations with the events.
We've found that our social media outlets have given us an opportunity to really engage with fans over an extended period of time.
The Series itself is sort of a six-week promotional runway leading up to the U.S. Open, and the ability to keep folks engaged over that period of time, not just through watching on the broadcast but through participating in our social media programs, is really effective for us.
We also have a great ability to target those individuals who are most interested in the sport.
Q: How would you like to see the game of tennis grow or change in the coming years?
: Our focus is really, squarely on attracting more youth into the game.
: To a certain extent, I think it is fine.
Sherr: Early in my career I was at Wilson Sporting Goods and I had the opportunity to work for a gentleman named ED ABRAIN, who was general manager of the golf group at Wilson for a number of years and was a great coach, teacher, mentor for me early on in my career.
would constantly remind me that at the end of the day your job is to leave your business or leave your brand better than it was when you took it over or when you started.
I've always thought of those words in terms of what I was trying to do in any role.
You just want to constantly move things forward and leave things in better condition than you found them.
Q: What sports business story are you most closely following right now?
: I'm very interested in this year's Olympics, and to see how not only brands are activating, but how the Games are presented through all the media outlets and channels that exist today.
: I love the New York teams.
I am a longtime baseball fan, huge Yankees fan, but through my years at the Garden fell in love with the Rangers.
I didn't have a big interest in hockey prior to working at Madison Square Garden
, but fell in love with attending hockey games in person and getting to know some of the players and seeing what good guys and good role models the hockey players are.
Q: Most of your career has been spent in the Tri-State area.
What is your go-to N.Y. restaurant?
: I probably lean towards the traditional steakhouses.