ON A ROLL: Arlen Kantarian

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Arlen Kantarian, 47, joined the U.S. Tennis Association in February as chief executive of professional tennis, after nine years at Radio City Entertainment, where he was president-CEO. Previously, Mr. Kantarian was VP-marketing at the National Football League. At the recent U.S. Open, USTA counted record attendance of 606,017 fans over two weeks.

Insight: Tennis is going through a resurgence, thanks to the emergence of a lot of compelling new personalities and new fans.

Coup: A record number of sponsors and deeper involvement from existing sponsors. We have IBM, Heineken, Chase Bank, American Express, Pepsi-Cola Co. and Lincoln Mercury, which recently signed a five-year deal.

Fact: Every dollar made on the broadcast or gate receipts of USTA events is plowed back into grassroots marketing. We have over 600,000 USTA members now, up from 450,000 two years ago.

Opinion: Players like Venus Williams are exposing tennis to more diverse groups. We're doing more aggressive marketing and direct mail, reaching local tennis centers, and the sport is opening itself up.

Parting shot: The U.S. Open has the highest-prize purse of any single event in the world, at $15 million; we're the only sport that gives equal prize money to men and women.

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