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.
