Top Brands Triumphing at US Open

Inc. attended the US Open in New York City to observe how both major and smaller brands engaged with an unprecedented audience.

This year’s US Open has attracted a staggering number of attendees, with visitors flocking from all corners of the globe to witness the renowned tennis tournament. Nearly 75,000 people were present on opening day.

According to Kirsten Goodlad, a first-time attendee, the surge in attendance could be attributed to the influence of social media, which has magnified the appeal of events like the US Open. “Everyone here seems to be sponsored. Witnessing the elite and their endorsements makes you want to experience it yourself,” she remarks.

However, not everyone is thrilled about the massive crowds, as highlighted in a recent New York Times article. Rising ticket prices, ranging from $30 for general admission to $500 for stadium seats, are another point of contention. Moreover, the price of the signature Honey Deuce cocktail has increased from $22 to $23 this year, anticipating over $10 million in total sales.

With a larger influx of attendees, especially those inclined to splurge, the US Open has transformed into a prime platform for its 25 official brand partners to showcase their marketing prowess. We explored the diverse brands and activations present at the stadium, sampled a $23 Honey Deuce, and even caught a glimpse of the tennis action, where logos of brands like Cadillac and Nike adorned everything from player attire to the tennis nets.

Off the court, the standout brands predominantly captured attention through branded merchandise and immersive experiences.

Merchandise Galore

First-time visitor Siena Howe expresses her fondness for souvenirs and is willing to pay extra for a drink if it comes with a keepsake cup. “I enjoy free merchandise, and having something to remember the US Open by justifies the extra expenditure,” she explains. The ambiance and aesthetic also influence her purchasing decision. “We’re at the US Open, so getting a Honey Deuce for the vibe is a must,” Howe adds.

The iconic Honey Deuce cocktail, featuring Grey Goose vodka, lemonade, raspberry liqueur, and honeydew melon balls, is served in a collectible cup emblazoned with US Open and Grey Goose logos, honoring past champions of the tournament. Priced at $23 for an eight-ounce serving, attendees retain the cup after each purchase. It’s common to witness visitors amassing a collection of cups to take home, with some fetching as much as $50 for one cup, or nearly $1,000 for a set from 2007 to 2021.

Additionally, attendees can be seen with merchandise from Italian coffee brand Lavazza, which includes tote bags filled with stickers, coffee packets, and sunglasses. A guest service representative sporting the sunglasses mentioned that such items also serve as effective marketing tools for small businesses, helping to increase local visibility.

Pop-Up Paradises

Aperol’s vibrant orange patio, a prominent fixture among the array of pop-ups, showcases the Aperol Spritz, a refreshing cocktail comprising Prosecco, the bitter orange aperitif Aperol, and soda water. With two Aperol carts stationed around the premises and a stunning bar adorned with an LED “Aperol Spritz” sign, the brand enlisted influencers like Brigette Pheloung and Emily in Paris star Ashley Park to curate video content featuring Aperol-branded tennis apparel.

For guests seeking a stronger libation, Dobel Tequila entices with its patio and bar carts. Nestled on the second floor of the US Open gift store, the tequila company from Jalisco, Mexico, serves its signature Ace Paloma—a tantalizing blend of tequila, grapefruit soda, lime, and black salt. The bar exudes an exclusive ambiance from ground level, boasting a glossy black ceiling over the outdoor patio and adorned with scattered black-and-white tennis balls, reminiscent of Aryna Sabalenka’s pre-match warm-up captured in a video on Instagram.

Luxury hotel brand InterContinental Hotels Group (IHG) transforms a hedged IHG “Racquet Bar” patio into an oasis away from the bustling crowds, offering cocktails and a view of the games. The brand also showcases a pop-up resembling a hotel suite, complete with a wall of tennis balls, a bed, side table, and lamps all in the vibrant yellow hue of a Wilson tennis ball (despite the longstanding debate on the actual color of tennis balls).

IHG’s immersive setup garners attention, but American Express takes the prize with its unique offerings. While cardholders enjoy perks like discounted rates and express services within the food court, non-card members can indulge in the American Express Fan Experience, featuring glow-in-the-dark table tennis and shoppable stores. The Card Member Lounge on the second floor caters to up to two guests, providing a stocked bar, Van Leeuwen ice cream, and Ralph Lauren merchandise. Meanwhile, the Centurion Lounge, accessible to Platinum Card and Centurion members by reservation with up to four guests, offers a full bar, complimentary dining options, postcard mailing, and travel bags to take home.