Lew Sherr, chief revenue officer, US Tennis Association, tells SportBusiness how the US Open managed to retain a full roster of sponsors for the closed-door tournament by offering discounts of up to 50 per cent in some cases.
US Open retains sponsor portfolio with fee discounts and transparent communications
The VIP Lavazza Lounge at The 2019 US Open at Arthur Ashe Stadium. (Photo by Eugene Gologursky/Getty Images for Lavazza)
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