A Game Changer for Celebrity Engagement
Amanda Wight is shaking things up for A-listers.
With a focus on realistic engagement, sports executives who come from humble backgrounds are now tasked with evaluating and sometimes denying requests from major celebrities for complimentary vertical tickets to open matches.
This year, Wight spearheaded the celebrity outreach program for the tournament, playing a pivotal role in securing appearances from notable figures like Stephen Colbert, Spike Lee, and Queen Latifah, as highlighted in a profile by the New York Times.
A photo captures her in modest sneakers, reflecting a down-to-earth vibe as she notes, “Every agent in the sun has my number.”
“Without a doubt, the Celebrity Program is our biggest marketing asset,” she emphasizes.
Notable celebs seen at the Grand Slam events include actress Olivia Munn, comedian John Mulaney, producer Shonda Rhimes, media icon Anna Wintour, and rapper Ludacris.
If a celebrity meets the standards set by Wight and her team in terms of relevance and fame, she sends out invitations to ensure they have an enjoyable experience at the event and that their presence is well-promoted.
One of her biggest challenges, she admits, is turning down stars who she feels deserve an invite but may not meet the “rating” criteria laid out by her team. “If I had a stadium just to fill with celebrities, I could probably fill it easily,” she reflects. “Everyone’s eager for those final tickets, but that can be a headache, as not everyone fits our ideal guest list.”
During the tournament, tennis-loving celebrities or their agents often reach out directly for tickets, while others might go through sponsors or even try to contact her via social media.
Wight also keeps an eye on celebrities who happen to be in New York, sending invites when applicable.
When big names, such as Brad Pitt, Bradley Cooper, Justin Bieber, and Taylor Swift, show up, it’s her role to guide them to the blue carpet for photographs and then escort them into their suites.
The emphasis on celebrity appearances has become crucial for the US Open, with staff regularly updating media and paparazzi about incoming stars.
Those who receive invitations know they’re expected not just to enjoy the matches but also to be visible, both on television and social media.
Other familiar faces at this year’s tournament included Ben Stiller, Lindsay Lohan, and some of the cast from “Abbott Elementary.”
Recently, when former US Open champion Coco Gauff expressed a desire to meet Simone Biles, Wight facilitated the introduction, confirming that it would be shared on social media.
“It definitely helps to grow the sport,” says Nicole Kancum, the managing director of marketing and entertainment at USTA.
