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.
AMERICAN EXPRESS
Amex is one of the OG sponsors of the US Open and the brand is back at it this year with another slate of cardmember-only experiences, and a robust fan activation that’s open to everyone.
At the Fan Experience, visitors have the option to customize a tennis ball using one of four designs (cardmembers get two extra options); craft their own tennis-inspired phone charm and chain at a dedicated charm bar; play an interactive Tennis Rhythm Rally game with up to seven people; and stop by the Refresh Station for touch-ups with personal care products.
American Express customers have their own set of experiences and perks. At the Card Member Lounge, members can design their own merch; buy the new Moët Serve specialty cocktail, served in a tennis-themed can; and visit the Postcard Station, where they can handwrite and send a postcard to someone for free, or keep the item as a souvenir.
And for the real VIPs, Platinum and Centurion cardmembers, there’s a Wellness Service Station featuring a selection of massage chairs that members can utilize while watching a livestream of the tournament.
Both Platinum and Centurion customers could also access a separate Centurion Lounge for elevated hospitality and chef-curated f&b.
CHASE
One of the longest-standing sponsors of the US Open, JPMorganChase returned for its 45th year with new fan experiences and fresh offerings in its cardmember lounge. Plus, all fans have access to Chase’s 29 mobile charging stations, located across the grounds.
Fans on-site can visit the Chase Market, the brand’s take on a classic NYC bodega, and a nod to the significant role that the city plays in the tournament experience. Visitors are invited to stop by to grab a scratch-off ticket that reveals a variety of prizes.
There’s also a US Open Magazine photo op that places fans in a tennis-themed cover shoot, and yields a digital version of the personalized magazine cover.
Over at the Chase Lounge, cardmembers have access to complimentary light bites, charging stations, air-conditioning and exclusive giveaways. But new this year is a matcha bar that serves craft beverages during the day, like classic matcha and iced blueberry matcha lattes, and matcha popsicles during the evening.
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.
ELECTROLIT
As the Official Electrolyte Beverage of the US Open, Electrolit has an on-site presence at the stadium, but the brand has also been hydrating and engaging fans across the city with installations, wild postings, LED trucks and events.
Ahead of the tournament, Electrolit turned a Brooklyn wallscape into an interactive billboard that tied back to pro tennis player and brand partner Aryna Sabalenka, and teased its Aug. 28 fan activation.
The installation invited passersby to grab a tennis ball directly from the wall, with each one revealing a clue about the forthcoming event. When all of the balls had been removed, a message underneath revealed the location of the fan activation: FINI Pizza in Brooklyn Heights.
Then on Aug. 28 at the pizza shop, Electrolit presented the Battle of the Sabys, a free public event and fan competition hosted by actor and comedian Jeremy Culhane that had contestants channeling Sabalenka’s signature style, sounds and athleticism for a chance to be named one of three ultimate “Sabys.”
Competitors did everything from slicking back their hair to mimicking Sabalenka’s on-court grunts to recreating her powerhouse serve to prove their worthiness. The winners scored a signed bobblehead, and a chance to meet Sabalenka during her special appearance at the event.
Beyond the battle, attendees enjoyed Electrolit cocktails, Saby’s Slices (the athlete’s limited-edition pizza collab with FINI) and Electrolit beverages. The signature pizza was then available Aug. 28-30 at the restaurant’s three locations.
EMIRATES
For its 15th year of sponsorship, luxury airline Emirates brought its signature in-flight hospitality to the ground at Arthur Ashe Stadium, where it opened the doors to its premium new 1,579- square-foot suite.
The space mirrors the design of Emirate’s cabins, including a modern color palette and high-end leather seating, and features stadium views and elevated dining options. New to the brand’s suite amenities this year is a recreation of its famous A380 on-board bar, offering a curated drink selection that replicates one of the airline’s marquee services.
Over at the Emirates booth fans can talk to cabin crew members about the “ultimate way to fly” to Dubai and 140-plus other destinations. But the real draw is signing up for a chance to win a dreamy trip from New York to Dubai. Those who don’t score the trip still walk away with a branded charm.
Visitors can also participate in an interactive Ace the Adventure game to find the missing US Open trophies in Dubai, and test their tennis skills in a Serve or Swerve challenge for the opportunity to win an exclusive Emirates seat cushion.
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. (Read the full case study here.)
FRESCA HARD
Fresca Hard, the soda brand’s new ready-to-drink cocktail, brought its “Served Hard” campaign to NYC in partnership with former Grand Slam finalist Danielle Collins on Aug. 27 at Astor Place Plaza.
There, Fresca Hard installed a giant Served Hard billboard that featured a hidden message, then during a media preview event, tasked Collins with firing tennis balls at the installation using her signature serve to reveal the billboard’s secret. Along the way, she shared her best practices for serving hard, both on- and off-court.
Following the media hour, the public could check out the installation, sample Fresca Hard if they were of age, capture content and interact with brand ambassadors. (Agency: Inspira)
GREY GOOSE
A 20-year partner of the US Open, Grey Goose redesigned its tournament suite this year, and recruited its newest brand ambassador, basketball star Josh Hart, to join fans in cheering from the remodeled space.
And for a second year, Grey Goose went off-site to host The Last Serve Bar at Grand Central Terminal, an idea born from brand research that showed more than 60% of fans use mass transit to and from the Tennis Center grounds.
On two evenings, from Sept. 2-3, fans and commuters could “make time wait” and visit Grand Central’s Vanderbilt Hall to sip on complimentary 2-ounce Honey Deuce cocktails, relax in lounge-style seating and capture content, including a curated press conference photo moment.
HEINEKEN
Diehard Serena Williams supporters were in for a treat this year as Heineken 0.0 extended its Fans Have More Friends campaign to the tourney with “Second Serve Tickets.”
Tennis buffs who’d kept their ticket from one of Williams’ six US Open championship victories could submit a photo of the old stub and a personal memory it evoked on a brand microsite.
Ultimately, the most passionate fans were rewarded with a trip to the stadium, and VIP access to the exclusive Heineken Suite at Arthur Ashe Stadium, where they could reminisce over nonalcoholic beers and meet the tennis star.
Plus, fans across the Open could buy limited-edition 0.0 cans that were inspired by the ticket designs from Williams’ championship wins.
IBM
IBM, the official AI and Cloud sponsor of the US Open, brought a piece of the tournament to Madison Square Park, where it hosted free watch parties and tennis-themed activations from Sept. 10-13.
Highlights spanned the IBM Serve Speed tennis simulator, which allowed fans to compare their serve power against the pros; Calling the Shots, AI-enabled ping-pong games that included an AI-powered recap of each match; and an AI photo booth that transformed participants into iconic US Open and NYC personalities. (Read about IBM’s Masters watch party strategy here.)
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.
LAVAZZA
As the Official Coffee of the US Open for the 12th year, Lavazza once again arrived with its signature Coffeetails, Espresso Martinis and Iced Tiramisu drinks at the Court 6 Coffee Bar & Lounge. But this year, the star of the beverage show is the Caffè Emiliano, an iced drink made with cold brew and cherry syrup, and topped with mascarpone mousse and cocoa powder.
Beyond beverages, fans can stop by the lounge to learn about, and sample drinks, from the brand’s Tablì single-serve coffee system, relax, participate in photo moments, play interactive games and score giveaways, including Tablì merch.
The activation also extends to the USTA Fan Experience from Aug. 30 to Sept. 5 at Hudson Yards, while a dedicated event hosted in partnership with Highsnobiety was also leveraged to introduce Tablì to even more caffeine-loving consumers.
MOËT & CHANDON
Moët & Chandon raised a glass to the US Open as the tournament’s Official Champagne for a third year, but 2026 marked a new chapter with the debut of the brand’s new platform, Club de Tennis, at the Tennis Center.
At the Club de Tennis Bar in the Food Village, the brand is pouring Moët & Chandon Impérial Brut, Nectar Impérial Rosé and the Moët Mimosa in the brand’s popular, collectible golden goblet. Fans can also enjoy the drinks, as well as the new Moët Serve cocktail (a rival of Grey Goose’s iconic Honey Deuce), at other locations throughout the grounds.
Inside Moët’s redesigned on-site suite, oversized tennis ball installations, walls lined with racquets and umpire-inspired chairs set the scene. In addition to hospitality, visitors were offered the option to fill out a postcard featuring a vintage sketch of the brand’s bottle. The cards were also available at the Club de Tennis Bar.
NATIVE PET
Pet supplement brand Native Pet popped up at Unnecessary, a soft-serve shop on the Lower East Side, on Aug. 29 to dish out doggy ice cream and connect with pet parents at an “It’s All in the Serve” event.
The first 100 pups to show up at the activation scored a free (dog-friendly) honey deuce soft serve, along with toppings, like bones. Meanwhile, parents could purchase their own ice cream concoction.
Human visitors also snagged free samples and brand swag, had their pet’s portrait drawn on-site for free and entered for a chance to win a pair of tickets to the US Open.
PELOTON
As the US Open’s Official Fitness Equipment Partner, Peloton put its pedals to the metal across the stadium, and the city, giving top athletes and everyday fans a spin through the platform’s offerings.
Around the Tennis Center, Bike+ and Tread+ machines were positioned in key player fitness zones, including the Arthur Ashe Indoor Warm-Up area, where elite tennis players prep before taking the court.
Then over at the US Open Experience at Hudson Yards, Peloton popped up with a live workout class led by brand instructor Ally Love. There was also an interactive photo op with personalized player cards, and giveaways of exclusive co-branded US Open x Peloton apparel.
And from Aug. 30 to Sept. 5, Peloton Studios New York was transformed into a full-blown US Open celebration featuring tournament branding and live watch parties on the big screens throughout the week.
Plus, fans who stopped by the studio and demoed the Tread and Tread+ could earn co-branded merch and a chance to win tickets to the Open.
SEPHORA
Tennis balls come in a single vibrant hue—human skin tones, not so much. So as the first-ever official Beauty Retail Partner of the US Open, Sephora spent Finals Weekend at the stadium helping beauty buffs find the exact right shade of foundation (the brand carries 7,000-plus different colors) to match their complexion.
Fans could participate in a tailored shade-match by Sephora PRO artists featuring complexion products from a number of brand partners. They also scored exclusive brand giveaways and 20% off foundation and concealer products at Sephora.
What’s more, the footprint was shareable, with touches like tennis ball-shaped chairs used for makeovers, a porthole-inspired display of products and a photo backdrop comprised of tennis balls in varying shades of foundation.
All told, Sephora engaged more than 2,000 consumers in personalized consultations to help them find their ideal hue. Game. Shade. Match.
TIKTOK
Influencers and athletes gathered at TikTok’s Clubhouse (an ongoing pop-up event platform) in NYC from Aug. 29-30 to celebrate the Summer of Tennis by participating in mental and physical challenges tied to the sport, with support from sponsors De Beers and On The Rocks.
Creators were encouraged to pick up a passport and earn stamps by completing various experiences, including taking a breather with aromatherapy, and visiting the IRL Recharge Lab to unwind with massage machines or to get a dose of red-light therapy.
Activities that tested attendees’ hand-eye coordination, and the power of their tennis serve, were also in the mix. Ultimately, those who fulfilled all of their passport duties earned customized merch.
Other highlights included the chance to try on tennis-themed diamond jewelry from De Beers, free ready-to-drink cocktails from On The Rocks, curated photo moments and a live dj.
VITAL PROTEINS
Vital Proteins returned as the tournament’s Official Collagen Partner with tens of thousands of samples, booth activations and a final-set tiebreak sweepstakes, all while highlighting how collagen peptides support healthy skin, hair, nails and bones.
The brand’s crisp, blue-and-white booth on the grounds includes a larger-than-life Collagen Peptides canister and oversized tennis balls. But the centerpiece is an interactive challenge featuring a series of hanging collagen stick packs that tests fans’ reflexes and hand-eye coordination for a chance to win prizes.
Vital Proteins is also offering up product sampling, premium merch, seat upgrades, in-stadium branding and LED moments tied to the on-court action, and a high-stakes sweepstakes that has more than $250,000 worth of Collagen Peptides and two grand prizes on the line.
And for the VIPs, the brand facilitated a wellness-focused match day experience for creators, who created GRWM content showcasing their collagen routines, and were then treated to a suite experience to watch the tournament.
As of mid-way through the US Open, 43 Vital Proteins influencer partners have shared 143 pieces of content, generating more than 43 million social impressions. To boot, during the Mixed Doubles Championship, the brand dished out 70,000 of its collagen stick packs.
WALDORF ASTORIA
The Waldorf Astoria took a mighty big swing for this year’s Open, transforming its iconic Grand Ballroom into a regulation-size tennis court to introduce the Waldorf Astoria Racquet Club, a new global platform that will tap into racquet culture at properties around the world.
On Aug. 27, the Waldorf Astoria Racquet Club: Ballroom Tennis Invitational gathered tennis pros and VIPs for an evening of live matches, luxury hospitality and style (even Anna Wintour showed up)… all for the cool starting price of $1,500 per ticket.
When attendees weren’t watching matches featuring Tommy Paul, Ben Shelton, Leylah Fernandez and Maria Sakkari, they were sipping Moët & Chandon and tennis-inspired cocktails, enjoying bites from chef Michael Anthony’s Lex Yard, taking a breather with Guerlain Wellness Spa experiences, perusing exclusive merchandise and participating in player meet-and-greets. (Agency: Meridian Events)
WILSON
Wilson paid tribute to long-time brand partner Roger Federer at the tournament with a mini museum dedicated to the tennis legend. The walls of the booth are lined with images of Federer’s biggest wins, along with inspirational messaging.
But it’s not just a storytelling moment; it’s also a retail play. Wilson recently released a new RF Hall of Fame collection, and US Open Jumbo Balls, which are on display and available for purchase.
Have a US Open activation to share? Email our editors: kshea@eventmarketer.com.
Related:
