Sponsorships Take Center Stage at the US Open: A Billion-Dollar Tennis Spectacle for Brands
As the U.S. Open tennis tournament gears up for another exciting edition, a host of renowned brands are set to elevate the experience for fans and players alike.
In its 19th year as the official vodka of the U.S. Open, Grey Goose continues to make its mark with branded cocktail bars serving the iconic Honey Deuce drink in four locations throughout the venue. Last year, a staggering 556,000 Grey Goose Honey Deuces were sold, marking a 23.5% increase from the previous year. The drink has become as synonymous with the U.S. Open as strawberries and cream have become at Wimbledon.
Joining Grey Goose is Dobel Tequila, back for its third year as the U.S. Open's official tequila. Dobel has partnered with José Andrés Group's Mexican restaurant concept, Oyamel, to serve exclusive food and cocktails at the tournament. The brand is also tying cocktails directly to star players like Aryna Sabalenka and Taylor Fritz. Dobel's "Drinks on Us" activation extends beyond the stadium into bars and retailers across New York.
American Express, a major sponsor of the U.S. Open for over three decades, is once again on board, offering cardmembers exclusive experiences and rewards.
Ralph Lauren holds a significant presence as the official sponsor and outfitter of the U.S. Open. The fashion powerhouse designs the uniforms for tournament staff and the ball crew, and has shops at the event for fans to purchase the latest Polo Ralph Lauren U.S. Open apparel.
Dove, the U.S. Open's "Official Underarm Sponsor," launched a national campaign leading up to the tournament and is activating on-site with a booth offering deodorant samples and photo opportunities.
Upon entry, fans are greeted with an immersive and interactive space featuring games and activities, as per the U.S. Open's website. Aryna Sabalenka, the tennis player known for buying drinks for fans at the U.S. Open, is sure to add to the festive atmosphere.
Brand strategist Laura Burkemper stated that the U.S. Open is a valuable platform for brands like Dobel, Grey Goose, and Ralph Lauren to fuse sport, lifestyle, and cultural cachet. She further added that a sponsorship isn't just about logo placement; it's about creating rituals, traditions, experiences, and memories that fans want to repeat year after year. Burkemper also noted that Dobel exemplifies how a challenger brand can punch above its weight.
The official cork sponsor of the U.S. Open 2025 is Amorim. As the tournament unfolds, these brands will undoubtedly contribute to making the U.S. Open a memorable event for all involved. The U.S. Open is not just a significant tournament for tennis players to showcase their talents, but also a platform for brands to connect with fans and create unforgettable experiences.
