For decades,  the U.S. Open Tennis Championships has been a crown jewel of the global sports calendar. As the fourth and final Grand Slam of the tennis season, it has hosted historic athletic feats by everyone from Arthur Ashe to Venus Williams. Boisterous night matches—like last weekend's Daniil Medvedev meltdown—are attended by A-list celebrities sipping iconic Honey Deuce cocktails in luxury suites, the glittering lights of the Manhattan skyline visible just a few miles to the west.

Going to the U.S. Open is an exciting, enchanting experience. Now the hosts of the tournament are asking: Can we use the metaverse, viral videos and other digital tools to turn young people into tennis fans?