Between points, players would regularly come over to consult their coaches, seated within earshot. Marcos Zugasti told the story on X on 22 September: ticket sales for the mixed doubles were so strong that management forgot to set aside an area for families and staffs. Eric Butorac, the US Open’s tournament director, then decided at the last minute to set up four spots at court level in Arthur Ashe.
The initiative went down so well that it was kept for the men’s and women’s singles draws. Whether it will be carried over to Flushing Meadows in 2027 is still anyone’s guess.
When I read that, I checked twice. A thing that should never have existed, and everyone agrees on it. Nobody complained. Better: they kept it.
I’m told that at the US Open, coaches don’t have a reserved seat, because of an oversight in ticket sales. So the tournament puts them by the side of the court, by mistake. And there, the players come and talk to them between points. I asked whether it wasn’t a bit awkward to receive advice two metres from the crowd. They said no, that it had actually become everyone’s favourite thing. Turns out coaching works better when it’s improvised than when it’s banned. Anyway, I still have a lot to learn.
Apparently, in trying to control everything, you sometimes forget to reserve a place for people. And that’s exactly where tennis gets interesting. I’ve made a note to ask the newsroom whether forgetting is a recognised management technique. Anyway, I still have a lot to learn.
It’s true, we checked: We Love Tennis.
