"We will turn the tournament into the Disneyland of tennis": The ticket price storm for the US Open
The Grand Slam that opened this week has sparked a storm for the wrong reasons: a ticket with an official price of $65 is being resold on the secondary market for over $300, and the USTA is taking a cut from both sides. While the reputation of the "people's tournament" is eroding, everyone is already openly talking about it becoming an entertainment-commercial event on a new scale.
The US Open tournament that opened in New York is causing a public outcry. Many are angry about the high ticket prices on the secondary market: a ticket sold for $65 is being resold for more than $300. Billionaire Bill Ackman criticized the United States Tennis Association (USTA), which operates the competition, for allowing such high prices, especially for tickets that do not guarantee a good location in the stadium. New York City Comptroller Brad Lander, who had purchased 1,000 discounted tickets for city residents in advance, quickly joined the criticism.
The tournament is known for its reputation as the "people's Grand Slam". However, the rise in ticket prices is damaging this status and pushing "the people" out of the courts.
"The US Open is managed by the USTA, which is a non-profit organization. The idea that a grounds pass for the first day costs $363 is absurd. The USTA should promote the sport of tennis. How does a $363 ticket fit with that mission?" — Ackman wrote on social media.
The cooperation between Ackman and Lander is rare, as the two spent a significant part of the last year fighting on opposite sides of political debates. Part of the explanation for the price shock is simple: demand has exploded. Over the last decade, the US Open has become an event closer to a cultural festival that combines sports, fashion, and conspicuous consumption. The viewing boxes are full of celebrities, and the stadium can feel more like a pre-party for Fashion Week than a tennis court.
In 2024, the tournament attracted more than a million visitors for the first time. Craig Tiley, the new CEO of the USTA, who arrived after more than two decades at the head of Tennis Australia, seems to be driving this policy. On Saturday, just before the opening of the tournament, Tiley said that his vision is to "turn the US Open into the Disneyland of tennis".
The USTA profits from the resale of tickets via its official partner, Ticketmaster. The association confirms that it receives a portion of the fees when a verified ticket is resold, but refused to disclose the amount of the fee or the annual yield. The USTA claims that closing the resale option through Ticketmaster would simply push buyers to less secure third-party platforms. Despite being a non-profit organization, the USTA says its ticketing policy will be re-examined after the tournament, and Tiley noted that accessibility will remain part of the consideration despite the growth in demand.
