Tennis Channel Holds First Drive-In Viewing Event as Sports Return to Fanless Stadiums

Pop-up at local theater kicked off the Credit One Bank Invitational in South Carolina

Photo of people watching the Tennis Channel online
The pop-up took place June 23 for opening night coverage. Mic Smith Photography

The live music and film industries have started using drive-in events to safely engage consumers during the Covid-19 pandemic beyond the virtual space. Live sports including tennis, which are returning to fanless stadiums, might be next to leverage the social distancing-friendly experiential marketing tool.

ian.zelaya@adweek.com Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.
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