As the U.S. Open tennis tournament gets underway this week with qualifying matches and Fan Fest this week, the brands are already turning out to grab consumers’ attention. This year’s crop of companies making their presence felt at Billie Jean King National Tennis Center include many long-time United States Tennis Association Partners, along with several newcomers who are looking to make a splash during the two week tournament.
As the excitement begins, here is a preliminary rundown of what some of the brands are doing at the tournament.
JPMorganChase
JPMorganChase is using its 44th year as an official partner of the U.S. Open to curate several fan experiences that are intended to engage fans, show off local business partnerships and provide premium opportunities for customers. Among them are the Chase Lounge, an air-conditioned area where customers can enjoy complementary snacks and non-alcoholic beverages and candy from Chase for Business partner Lil Sweet Treat. The company will also have a similar outdoor area, the Chase Terrace, behind the Grandstand.
Chase will also have portable chargers available for fans to borrow for free across the tournament grounds and will have exclusive experiences for its Sapphire Reserve credit card holders in the Sapphire Stadium, including tennis clinics with star Jessica Pegula and the chance to attend a launch party for Racquet Magazine on August 20.
Aperol
Aperol will make its third appearance at Flushing with its own branded Aperol Bar, an indoor-outdoor patio located just off the primary esplanade, east of Arthur Ashe Stadium. The brand will also have an Italian Ape Truck near Court 5 as a place to connect fans between matches and branded bar carts at various places throughout the tournament grounds.
For those unable to make it to the tournament itself, the brand is offering up a limited-edition Summer Spritz Kit bundle featuring Aperol, Prosecco, soda water and fresh oranges, along with a tote bag, sun hat and sunglasses to help fans make the perfect drink to host a watch party with style. The brand has also enlisted actor and comedian Bowen Yang to promote its product throughout the tournament’s run.
The brand is also bringing back the Aperol Tennis Capsule Collection with a new drop of pieces inspired by the signature orange color of an Aperol Spritz and the summer tennis aesthetics. Pieces from the collection can be purchased at us-shop.aperol.com.
“We’re thrilled to return to the US Open for a third year, sharing Aperol’s spirit of togetherness with tennis fans from around the world,” said Allison Varone, Campari America’s vice president of marketing, in a statement. “This is a moment when people come together to celebrate summer, the sport, and authentic connections, which perfectly pairs with Italy’s #1 cocktail, an Aperol Spritz.”
IHG Hotels & Resorts
In its seventh year as the official hotel and hotel loyalty program of the U.S. Open, IHG Hotels & Resorts is offering fans a number of perks that range from breakfast in bed on the court of Louis Armstrong Stadium to specially crafted champagne cocktails.
The “Bed on the Baseline” prize will be awarded to an IHG One Rewards member and a guest to head to the stadium after the games have been played (and the crowds cleared), where they will be treated to a luxurious breakfast delivered room-service style to be enjoyed in a bed that will be set up courtside. Included with the breakfast will be IHG’s first-ever, limited-edition Watermelon Slice cocktail, which will also be available throughout the tournament.
“Not everyone gets to say they’ve had breakfast in bed on a legendary tennis court, but IHG is making that dream a reality,” said Connor Smith, VP of Masterbrand & Partnerships at IHG Hotels & Resorts. “This exclusive experience is our special way of giving fans the keys to the stadium, unlocking it all to themselves just moments after the world’s best players lit it up. It’s a chance to soak up the electric energy of the US Open in a way only IHG can deliver.”
IBM
IBM continues its partnership with USTA and the U.S. Open with a new AI-powered assistant that will provide fans with information on player stats, head-to-head records, and match insights for all of the 254 singles matches in the tournament. Fans using the “Match Chat” can select pre-written prompts or type in their own questions (such as “Who has covered more break points in this match?”) to find out information throughout the tournament. IBM will also offer an enhanced version of its Slam Tracker tool, which will offer fans live Likelihood to Win probabilities for every singles match that will be updated in near-real time.
“As fan engagement and content consumption habits evolve, IBM and the USTA are at the cutting edge – leveraging data and AI to create unique digital experiences that bring the excitement of the US Open to life for audiences around the world,” said Jonathan Adashek, senior vice president, marketing and communications, IBM. “We’re applying the same powerful technologies that we use with client partners across all industries to meet the demands of tennis fans, deepening the connection to the players and game we all love.”
Naked Smoothies
Among the newcomers, Naked Smoothies is using the tournament as an opportunity for its “Chief Smoothie Officer” (and tennis star) Coco Gauff to launch her first-ever signature fruit smoothie. During Fan Week, the brand has opened an immersive pop-up store, Coco’s Corner Store in Nolita, where fans can try the new Coco Gauff’s Protein Pineapple Orange Smoothie before it goes on sale in Albertson’s stores in the United States for a limited time until mid-September.
Vital Proteins
Vital Proteins has signed on as the presenting sponsor of the U.S. Open’s Mixed Doubles Championship, making the company the first ever “Official Collagen Partner” of the tournament. As such, the brand will be heavily promoting its Collagen & Protein Shake with a variety of on-site experiences, including on-site sampling, live podcast tapings from livestyle hosts including Allison Kuch, Josh Peck and Ben Soffer and Taylor Strecker in the Vital Proteins VIP Suite, and sponsored tournament dance breaks that will be broadcast on the tournament’s Jumbotron.
Clos du Bois
Clos du Bois Chardonnay signed on as the Official Wine of the U.S. Open beginning with this year’s tournament. The partnership will be highlighted with in-store signage throughout the tournament and with billboards highlighting the designation for commuters. Also, beginning next year, the brand will send two fans to the Men’s Finals via sweepstakes.
“We are thrilled to bring Clos du Bois Chardonnay where our fans love to be – at tennis,” said Britt West, chief commercial officer, Gallo Wine & Spirits, the brand’s parent company, in a statement. “Clos du Bois Chardonnay offers fans a refreshing way to cheer on this vibrant, growing sport, whether watching the US Open live or at home or after playing tennis with friends.”
Dove
Dove Advanced Care Antiperspirant has launched a national search for an official “Underarm Ambassador” to create content in support of the brand’s official designation as “Underarm Sponsor” of the tournament. The winner, chosen from videos submitted through TikTok, will serve as an official Dove correspondent throughout the tournament on Dove’s social media channels.
