The United States Tennis Association (USTA) and ESPN have revealed a partnership with Broadway’s “Hell’s Kitchen” for the 2024 U.S. Open. Music from the Alicia Keys-scored musical will be integrated throughout the broadcast and in-person experience of the annual tennis tournament.
A custom remix of the “Hell’s Kitchen” song “Kaleidoscope” will be used at the tournament and across social channels. This version of “Kaleidoscope” will be featured in the U.S. Open Manifesto Video, produced by Boomshot, and will play on opening night of the U.S Open’s Main Draw on Aug. 26. The video is narrated by Kecia Lewis, who won a 2024 Tony Award for her featured turn in “Hell’s Kitchen.”
Shoshana Bean, who was nominated for a 2024 Featured Actress in a Musical Tony, will sing the National Anthem on opening night, as well.
While other Broadway shows have partnered with the U.S. Open in the past, this is the first time a Broadway show has been featured in the Manifesto Video, and the first time a Broadway song has been used as the tournament’s soundscape.
“Creating a breakthrough musical collaboration is a concept that we are incredibly excited to make a reality for the 2024 U.S. Open,” said Nicole Kankam, managing director, Pro Tennis Marketing and Entertainment, in a statement. “The ability to do so in partnership with ESPN, to truly extend this across broadcast and in-event at the US Open, is an amazing opportunity. And, to be able to feature the music of Alicia Keys’ ‘Hell’s Kitchen,’ perfectly reflects the New York vibe and feel of our event.”
“Collaborating with the USTA and the ‘Hell’s Kitchen’ team to integrate ‘Kaleidoscope’ into our marketing efforts and broadcast allows us to elevate and celebrate all that is so powerful about the US Open – the electric tournament experience, the world-class tennis and the unmatched vibrancy of the U.S. Open’s home, New York City,” added Rachel Epstein, VP marketing, live sports and audience expansion, ESPN.
This new marketing campaign will kick off on Aug. 20 during the U.S. Open’s fan week, during which access to the grounds of the USTA Billie Jean King National Tennis Center is free and open to the public. The campaign jibes with the USTA’s goal of broadening its reach to new and different demographics, specifically, the theatergoing crowd.
“We are grateful for the opportunity to collaborate with the USTA and ESPN under the shared goal of reaching and inspiring new audiences and using the music of 'Hell’s Kitchen' to create connections and celebrate the 2024 tournament,” Keys said.
This is the second time the Alicia Keys tuner has collaborated with a sporting event. “Hell’s Kitchen” was a presenting sponsor of a New York Liberty game in July, hosting a block party.
The U.S. Open concludes on Sept. 8.
In addition to Keys’ score, “Hell’s Kitchen” features a Tony-nominated book by Kristoffer Diaz. The coming-of-age musical follows Ali as she discovers her pianist capabilities. The musical opened on April 20, and was nominated for 13 Tony Awards, winning two.
“Hell’s Kitchen” is produced by AKW Productions.
