The US Open has come and gone, and as I reflect on the tournament, it’s clear that the experience was as exhilarating off the court as it was on. With a record-breaking $75 million prize pool—the largest in tennis history—and over $500 million in revenue, the US Open truly stands out as a premier sporting event. This year’s tournament saw first-round losers in singles earning $100,000, a significant increase from previous years, highlighting the scale and success of the event. The US Open sponsors and their impressive activations were just as memorable as the matches themselves. The grounds buzzed with immersive experiences that seamlessly blended tennis with entertainment, transforming the US Open into an interactive playground for fans. Here’s a look at some of my favorite standout sponsor highlights from this year’s event:
1. Beverage Brands: Heineken maintained its tradition of hosting unforgettable parties with the Heineken Red Star Patio Café. The open-air setup was ideal for enjoying a beverage while catching the matches on big screens. Dobel Tequila offered a touch of sophistication with its upscale lounge, featuring premium tequila tastings and expertly crafted cocktails—a classy escape from the tournament’s high-energy atmosphere. And let’s not overlook Grey Goose’s iconic Honey Deuce, which achieved a remarkable $10.1 million in sales last year.
2. American Express: American Express elevated the fan experience with a VIP lounge that blended convenience and exclusivity. Cardholders enjoyed unique perks like glow tennis, rejuvenating cryo facials, and the chance to compete against fellow fans. Platinum cardholders also gained access to the luxurious Centurion Lounge in Louis Armstrong Stadium. Their innovative earpiece provided real-time match commentary and updates, keeping fans connected no matter where they were. The $10 back for $100 spent on-site was a valuable perk, especially during my shopping sprees at the official US Open stores, where I picked up bags of merch for friends and family.
3. IBM: IBM set a new benchmark in sports technology with its AI-generated Match Reports, delivering in-depth, real-time analysis for every singles match within minutes of completion. This breakthrough enhances the fan experience by providing deeper insights and keeping fans engaged. It’s exciting to see tennis embracing technological advances, thanks to innovations like these.
4. Cadillac: It’s still a bit surprising to see Cadillac take over from Mercedes-Benz as the official vehicle sponsor of the US Open after 12 years. Nevertheless, Cadillac has made a strong impression with prominent net signage and a fleet of luxury vehicles transporting players across New York. Their on-site lounge, radiating sophistication, provided a chic retreat for fans to relax and watch the matches, blending style and innovation to create an exceptional experience.
5. Wilson: Wilson has been a trendsetter this year with some of the most stylish tennis dresses, and their flair for fashion was evident at the US Open. At their booth, fans were welcomed with exclusive US Open gear set against a striking floor-to-ceiling tennis ball felt backdrop—perfect for social media. The booth also featured jumbo tennis balls, a beloved item for fans seeking player signatures, alongside other sought-after accessories.
6. Tiffany & Co.: Tiffany & Co. added a touch of elegance with their pop-up in the Fountain Plaza, showcasing the iconic US Open trophies they’ve crafted since 1987. They also displayed stunning diamond pieces that celebrated their design legacy. During the trophy ceremony, their beautiful Tiffany blue trophy holders were a highlight.
This year, the US Open extended its excitement beyond the courts and into social media. Sponsors ramped up their efforts by partnering with influencers and celebrities, creating exclusive VIP experiences and content tailor-made for social media. From live posts and stories to real-time collaborations, the digital buzz ensured the tournament’s energy reached a global audience. Each year, the US Open grows more impressive. The sponsor activations were more than brand promotions—they were integral to the tournament’s electric atmosphere. Sponsors didn’t just participate; they enhanced the fan experience, merging entertainment, luxury, and cutting-edge technology. The US Open isn’t just about tennis—it’s a celebration of creativity and innovation, crafting unforgettable moments that resonate long after the final match.
