The US Open has launched a dating video series called Game, Set, Matchmaker, aiming to attract a pop-culture audience. However, the first two episodes feature little tennis talk, focusing instead on awkward small talk and bonding over music tastes. Critics argue the series risks alienating core tennis fans.
The show, hosted by figure skater and influencer Ilana Sedaka, features blind dates on US Open grounds. In the first episode, Sedaka dates Ronnie, a lacrosse coach who admits he only got into tennis last year. The date ends with Sedaka offering him a ticket to the tournament, but the episode cuts off as they walk onto the grounds.
A United States Tennis Association spokesperson told the New York Times the series aims to 'attract an entirely new audience, reaching fans at the intersection of tennis, pop culture and entertainment.' Yet the videos have modest view counts, outpaced by match highlights on the same channel.
The rollout has been messy: the format changed from a Bachelorette-style series to eight distinct couples just days before the pilot. Many fans question why a dating show is relevant to a tennis tournament, especially as the US Open set a new attendance record in 2024, welcoming over one million fans.
Game, Set, Matchmaker follows other attempts to find new tennis fans by downplaying the sport itself, such as the Netflix series Break Point. That show was criticised for neglecting match tactics and focusing on player personalities. Hardcore fans often repeat they are not the target audience, but such efforts risk disappointing existing supporters.
