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 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.