Sports, entertainment, music, food...it was like the Beautiful Mind meme with the equations spinning. They just needed someone to put it on the wall. This observation from CEO Sean Tresvant captures Taco Bell's strategic vision of leveraging its cultural potential across multiple entertainment and lifestyle domains to create a cohesive brand experience.
By most measures—attendance, eyeballs, prize money, athletes' praise—Tiley built on the solid foundations he inherited to transform the Australian Open into a colossal entertainment and sport event. Probably in that order too, entertainment then sport, for on-court offerings have long been just one part of a package that is now more about music, food and partying than serves and backhands.