The US Open and ESPN are partnering with Alicia Keys’ hit Broadway musical Hell’s Kitchen on a first-of-its-kind US Open theme song that will air around the globe on Opening Night of the 2024 tournament.
“Kaleidoscope,” one of the new Keys songs in the 13-time Tony-nominated show that opened last April, will be featured in this year’s US Open Manifesto Video, which premieres on Opening Night on Aug. 26, both in Arthur Ashe Stadium and live on ESPN, as well as in broadcasts to more than 200 countries around the world. In addition to the manifesto video, ESPN and the USTA will feature a “Kaleidoscope” remix and footage from the USTA shoot in other promotional content.
The video is narrated by the 2024 Tony Award winner for Best Featured Actress in a Musical, Kecia Lewis.
“Creating a breakthrough musical collaboration is a concept that we are incredibly excited to make a reality for the 2024 US Open,” Nicole Kankam, the USTA's managing director for pro tennis marketing and entertainment, said. “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. To be able to feature the music of Alicia Keys’ Hell’s Kitchen, perfectly reflects the New York vibe and feel of our event.”
Partnering with Hell’s Kitchen falls directly in line with both the 2024 US Open’s marketing campaign, “Spectacular Awaits” and theme, “Celebrating the Power of Tennis.” The USTA, the national governing body of tennis and the US Open, has made a concerted effort to reach new and different audiences with the goal of growing interest and increasing accessibility to the sport, which provides unparalleled health and wellness benefits.
Monday's Opening Night ceremony will also feature a performance by two-time Tony nominee Soshana Bean, Lewis’ co-star in Hell’s Kitchen. The presentation of the colors is by members of the New York City Police and Fire Department—a US Open tradition since 2002.
“We are so excited to have the opportunity to team up with two iconic, landmark New York institutions, The US Open and Broadway in a first of its kind partnership,” Keys said. “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.”
This year’s Opening Night commemorates the 30th anniversary of the USTA Foundation, which supports the National Junior Tennis and Learning (NJTL) network, providing tennis and education resources to under-served youth. As the USTA Foundation celebrates its 30th anniversary, the USTA will also partner with Alicia Keys’ Kaleidoscope Dreams Foundation, whose mission is aligned with that of the USTA Foundation.
“We are thrilled to bring this unique collaboration to life for the 2024 US Open, said Rachel Epstein, VP Marketing, Live Sports and Audience Expansion, ESPN. “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 US Open’s home, New York City.”
