How Andy Roddick is using Twitter during the U.S. Open
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The U.S. Open is in full swing, and fans are increasingly engaging with the game and the players through Twitter, Periscope and other mediums. This week, Andy Roddick has teamed up with Chase to provide the fans with even more compelling live content during this year’s Open.
Throughout the tournament, the former U.S. Open champion will invite viewers to join him in providing his expert perspective on the games. Roddick will also be part of a live broadcast on Twitter and Periscope during which he will take questions from the audience at the game and share his own experience of playing on the biggest stage in tennis.
For Twitter, the #MasterTheOpen campaign and its sponsorship from Chase shows the social media company has found another way to monetize live content, and one that seems like it could be easily replicated across live events.
Chase CMO Kristin Lemkau provided the rationale behind partnering with Roddick on this campaign. “We’re really excited to partner with Andy,” she said in a statement. “When he started Periscoping during Wimbledon, it was clear to us there was a change in how people will watch sports. We think this will be Chase’s best year out at the Open with our partnerships with Andy and Serena. With #MasterTheOpen campaign we want tennis fans to have the best U.S. Open experience possible, even if they can’t make it out to Arthur Ashe.”
Social media is definitely changing the way people watch and experience sports. The conversations online reflect fan dedication to the sports they are watching, and more sponsors are recognizing the importance of interacting with the fans online. Twitter has made great strides recently to provide fans with more content, streaming NFL games, and flirting with the possibility of a live streaming agreement with Apple TV after landing numerous sports streaming rights. This is just the latest example of their expanding role as a major player in sports media.