She’s a game changer for A-listers.
A down-to-earth sports executive from a humble background is in charge of wrangling and rejecting big-name celebrities who want free plumb tickets to US Open matches.
Amanda Wight, who heads the tournament’s celebrity promotional program, has this year played tennis match fixer for stars ranging from Stephen Colbert to Spike Lee and Queen Latifah, according to a New York Times profile.
“Every agent under the sun has my number,” said Wight, who hails from the tiny fishing town of Southend, Australia and is seen in photos sporting low-key sneakers.
“Arguably, the celebrity program is our biggest marketing tool.”
Other celebrities spotted at the renowned Grand Slam include actress Olivia Munn, comedian John Mulaney, producer Shonda Rhimes, media legend Anna Wintour, rapper Ludacris, and many more.
If a celebrity meets Wight and her team’s standards for fame and relevance, she sends an invitation, ensures the celeb has a smooth visit and then aggressively promotes their appearance.
The hardest part is turning down stars who think they are worthy of an invitation but don’t have a high enough “rating” among her team, said Wight, whose official title is director of international strategy, marketing and celebrity management for the U.S. Tennis Association.
“If I had my own stadium just to fill celebrities in, I could probably fill that,” she said. “Everyone wants men’s final tickets, but they may not be of that high level that we really want in the house for finals, so that’s the biggest headache.”
Tennis-loving celebrities or their agents often ask Wight directly for tickets to the US Open while some go through sponsors or message her on social media.
Other times, Wight will notice that a famous person is in New York and send them an invite.
When the biggest names show up — like Brad Pitt and Bradley Cooper in 2021, Justin Bieber in 2023 and Taylor Swift and Travis Kelce last year— it’s her job to usher them to a blue carpet where photographers snap pictures and then escort them to their suites.
The U.S. Open sinks its teeth into celebrity promotion with some staff members notifying media outlets — and even paparazzi — about which stars are coming each day, the paper reported.
Celebs who score invites know they’re expected to be photographed outside the stadium, appear on TV internationally and post on social media about their experience.
Other stars that have been spotted at the tournament this year include Ben Stiller, Lindsay Lohan, singer H.E.R. and the cast of “Abbott Elementary.”
Last week, when former U.S. Open winner Coco Gauff wanted to meet Simone Biles, Wight arranged the intro — and made sure it was captured on social media, according to the paper.
“It absolutely helps grow the sport,” said Nicole Kankam, managing director of marketing and entertainment at the U.S.T.A.
Read the full article here
