As the US Open gets underway, it’s clear that tennis is becoming a full-on team sport, given how brands are getting involved.
The 2026 US Open, which runs from Aug. 23 through Sept. 13, is flush with storylines, including Venus and Serena Williams entering the doubles competition and Carlos Alcaraz looking to defend his US Open title after returning from injury. And with the tournament adding more partners than ever this year, including five new ones, brands are also stepping up their game.
“Collectively as an organization, we are always looking at how we can continue to deliver spectacular to all of the segments of the US Open world that matter to us,” Deanne Pownall, managing director of corporate partnerships at the U.S. Tennis Association, told ADWEEK. “That’s our players, our fans, and our partners. We never rest on our laurels.”
Thinking outside the lines for better fan experiences
Pownall noted that a key goal for partners is for their presence to simply make the US Open better.
“Our partners are always leaning into, ‘What can we do to help the fan experience?’” she said.
For instance, Chase, a 45-year US Open partner, returns to sponsor free charging stations for fans, a promotion that also works hand-in-hand with AT&T, the new connectivity partner, which is sponsoring the Wi-Fi, a key component for the mobile-ticketed event.
Meanwhile, American Express, a 33-year partner, hosts the US Open American Express Fan Experience with immersive games and activities for all fans. Card members can also pick up a complimentary radio to listen to the ESPN broadcast and live updates while watching matches at the US Open.
A new partner, Oura, is leaning into its health and wellness mission by creating a recovery experience for fans, including a branded cooling station, lockers, and chances to win an Oura Ring 5. Oura is also outfitting the US Open competitors with a ring as part of the tournament’s gifting program.
A core component of the activations is to make things easier, a mission that’s also evident with Cadillac. The car brand, a 5-year partner and the official vehicle of the US Open, is giving fans complimentary parking in select official lots if they drive a Cadillac.
How the US Open is expanding its ground game
The US Open isn’t confining itself to the stadium walls. Leading up to the tournament, and throughout the competition, fans can find activations throughout New York.
“We are such a part of the fabric of New York City, and we’ve been in different areas of New York City as well. We wanted to lean into that history to tell that story,” Pownall said.
Among the experiences, the US Open had a branded ice cream truck hitting all five boroughs ahead of the tournament. There will also be a free US Open Experience at Hudson Yards from Aug. 30 to Sept. 5.
Open 11 a.m. to 8 p.m. daily, the Hudson Yards Experience allows viewers to watch ESPN coverage and enjoy perks like sipping on a Honey Deuce cocktail from 20-year partner Grey Goose or picking up a racquet to play tennis, with equipment provided by 48-year partner Wilson.
There will also be product sampling from partners, including 35-year partner Heineken, 5-year partner La Roche-Posay, and 12-year partner Lavazza coffee, and interactive experiences courtesy of new partner Peloton and 22-year partner Polo Ralph Lauren’s anamorphic tennis ball sculpture.
Online, fans can watch the tournament’s Rally the Boroughs show on YouTube, following teams of tennis enthusiasts racing across New York in a reality competition.
“[It’s] a really amazing opportunity for us to bring the US Open and tennis to fans who may not be coming out to the US Open,” Pownall said.
How the US Open is courting new fans and keeping things fresh
According to Pownall, the US Open is always looking to expand its footprint and improve on the year before, with planning for the next tournament happening immediately after this year’s event ends.
“The US Open is never the same tournament year-over-year, whether that’s the competition on the court or things that are happening on the ground,” Pownall said.
Heading into this year, one of the changes was moving Arthur Ashe Kids’ Day powered by Net Generation to Aug. 23, to kick off Fan Week. In addition, the US Open is revamping its Stars of the Open event presented by Chase, with young stars such as Flavio Cobolli and Alexandra Eala competing at Arthur Ashe Stadium on Aug. 27.
Meanwhile, the tournament is also expanding its digital presence to reach younger audiences with a new classroom gaming experience through health-focused gaming company Gwoop, a year-round presence in Fortnite, and experiences across Tennis Clash and Roblox.
“A number of our partners are engaging with these platforms as well, whether it’s Emirates as part of Roblox or user-generated content that’s sponsored by Polo Ralph Lauren,” Pownall said. “It’s a great access point for our partners to have visibility with this new demographic that’s associated with the US Open.”
See the US Open’s on-site sponsors here.