When the US Open takes over New York each summer, the story is not just about what happens on the court. It blends tennis, food, entertainment, and community, and Penny Lerner, a Philadelphian, with her company AYS Sports Marketing, is reimagining what the sport can offer.
Penny Lerner grew up with tennis as part of her family’s daily life. Along with her mother, Judi Lerner, she co-founded AYS Sports Marketing to create experiences that connected fans and athletes in new ways.
Penny Lerner (photo courtesy Tennis Resorts Online)
“Our mission from the beginning was to create events that inspire, that have staying power, and that elevate the sport in ways that feel authentic,” Lerner told Long Island Tennis Magazine last month. That mission has remained consistent even as AYS’s projects expanded from neighborhood events to international platforms.
AYS has supported rising athletes, including Tauheed N. Browning, a two-time American Tennis Association (ATA) Men’s Open champion and one of Philadelphia’s most accomplished players. Browning, who defended his title this August at the USTA National Campus, credits Lerner with helping him access opportunities beyond his local community. “Penny has always been in my corner, opening doors and making sure I could be part of the bigger tennis world, ” he said. She never forgot where she came from, and she’s always made sure Philly players are seen.”
“Taste of Tennis” (photo via X @TasteofTennis)
AYS is perhaps best known for developing Taste of Tennis, an event that pairs professional players with celebrity chefs in a celebration of culture and sport. What began as a novel idea in New York has become a signature tradition during US Open week and has since expanded to other cities.
While the event attracts big names, Lerner stresses that its purpose is connection. “Events only matter if they feel connected to the people who love the game,” she said.
The US Open has become known for its off-court experiences, from concerts to fan activations. Within that landscape, AYS has carved out a unique role by designing events that combine global reach with community authenticity.
Penny Lerner: Tennis is about more than competition — it’s about community, culture, and connection.“We’ve been lucky to create spaces where all of that comes together.
For Lerner, the link between Philadelphia’s courts and Flushing Meadows remains constant. Her work demonstrates that the future of tennis depends on remembering its roots while embracing new ways to share the game with the world.
