Tracking activations on-site, and around New York City
A record 22-day US Open tournament is underway in Queens, NY, featuring the most comprehensive event schedule and most competition days in the event’s nearly 150-year history. And that spells out ample room for brand engagement.
Sponsors have flooded the 2026 tournament, Aug. 23 to Sept. 13, with events and experiences around the Billie Jean King National Tennis Center grounds, including as part of the USTA’s free Fan Week programming.
Meanwhile, both official partners, and unaffiliated brands, are hosting activations across New York City to reach more fans and harness the energy of what has become a significant cultural event.
As the final Grand Slam of the year unfolds, join us for continuing coverage of the brands worth cheering for.
DOVE
Sweat isn’t just inherent in sports, it’s also part of the package for spectators at the US Open, which has historically been a blazing-hot event. So for its second year operating as the tournament’s Official Underarm Sponsor, Dove Deodorant celebrated style and confidence with a “Don’t Sweat It. Make a Racket.” platform across activations, OOH and social.
On-site, photographers from Watching New York are snapping photos of the boldest personal styles spotted around the tournament, while comedian Carly Aquilino is hitting the grounds to interview fans about the top cultural moments at the 2026 event. At the Re[set] Club, visitors can cool down, and get touched up with Dove Advance Care and beauty essentials.
Off-site, Dove is hosting Women’s Finals Watch Parties and footing the bill at 10 women-owned sports bars across the U.S., treating fans to f&b while they watch some of the tournament’s biggest matches.
EOS
The US Open is one of the biggest stages in tennis, but a lack of representation in the sport persists. So during this year’s competition, eos partnered with pro tennis player Ayan Broomfield to build on its commitment to empowering women and championing diversity.
The eos Smooth Set: Ayan’s Aces Tennis Clinics took place at a local NYC tennis center. (Ayan’s Aces is an initiative dedicated to making tennis more inclusive and accessible for the next generation.) Programming kicked off on Aug. 21 with a creator brunch that brought Broomfield’s community of influencers, athletes and friends to celebrate the organization’s mission.
Then on Aug. 22, the tennis clinics welcomed 100 women of color to learn from tennis pros, participate in open play, make connections and discover eos products.
EVIAN
It’s a big year for evian, which is not only celebrating its 200th anniversary, but marking its 40th year as a US Open sponsor. Naturally, the brand is extending its birthday festivities to the tournament, where it’s hosting a fan activation on the main grounds.
But the bigger attraction may have been evian’s French Alpine-inspired event by the DUMBO Archway in Brooklyn on Aug. 27, where the public explored brand installations, enjoyed French-inspired cuisine and live entertainment, and were treated to various surprise-and-delight moments. (Keep an eye out for a full brand case study.)
IHG HOTELS & RESORTS
IHG Hotels & Resorts isn’t new to the US Open sponsorship scene, but it is implementing a new strategy for 2026 based on a key insight: that some of the most memorable matches stretch past their anticipated end-time, leaving fans with the challenge of figuring out a way home.
So this year, IHG is firing up the Racquet Cruiser, a free, premium coach bus that offers fans a ride home, and a taste of its signature hospitality along the way. Think: Prince St. Pizza slices, express facial treatments, post-match replays, device charging and surprise gifting.
The vehicle will be operating during the Men’s and Women’s first round (which typically feature some of the latest-running matches) and will drop off fans at two IHG properties in central Manhattan, right next major transportation hubs.
Have a US Open activation to share? Email our editors: kshea@eventmarketer.com.
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