Can the Business of Tennis Be Fixed?

This weekend, Jessica Pegula and Aryna Sabalenka, and then Jannik Sinner and Taylor Fritz, will face off in championship matches as the U.S. Open concludes what has been a booming 144th run. The tournament is expected to draw more than a million in fans for the first time, sell $10 million worth of Honey Deuce cocktails and offer up its biggest prize pool ever.

But the event’s success highlights the sport’s perennial struggle to get tournaments right the rest of the year. Professional tennis has been troubled by complicated scheduling and late start times that tire players and confuse fans. With private equity firms and sovereign wealth funds hungry to invest in tennis as they plow into sports globally, the big question is whether tennis can fix itself on its own.

DealBook’s Lauren Hirsch spoke with Lew Sherr, the chief executive of the United States Tennis Association, about how the sport plans to approach those challenges. The interview has been edited and condensed.

What explains the surge in attendance at the U.S. Open, beyond the growth of tennis as a sport?

We’re seeing the results of investing in fan week, a period before the main draw when the top players are here practicing. This year we had 216,000 people come through the gates that week free of charge. Last year, we were under 160,000 fans.

Years ago, we worried that investing in that programming might cannibalize first-week sales. It’s been the opposite. When our long-term partnerships come up for renewal, the fact that when the deal was signed, we might have been hosting 700,000 fans and now we’re up more than a million — there’s clearly more value in that partnership.

Alicia Keys, Tony Goldwyn and Simone Biles were among the many celebrities spotted in Arthur Ashe Stadium. We are coming off a huge Olympics, where it felt like celebrities were everywhere. Has there been any extra effort to recruit celebrities to attend the U.S. Open recently?