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  1. Production & Strategy
  2. Experiential Marketing, Activations & Sponsorships

2014 U.S. Open: How Brands Courted Fans During the Tennis Tournament

Brands, fans, and tennis players got into the swing of things—on and off the court—thanks to sponsored galas, activations, and promotions.

Michele Laufik
September 4, 2014

The U.S. Open returned to New York on August 25, bringing thousands of tennis enthusiasts to the U.S.T.A. National Tennis Center in Flushing Meadows, Queens, to watch top-seeded players battle it out in the late-summer heat. Marketers were out in force, too, creating pop-up courts, suites, and fan experiences. Here's a look at some of the promotions and events surrounding the 2014 U.S. Open.

The U.S. Open American Express Fan Experience
The U.S. Open American Express Fan Experience

A rally cam captured fans’ best tennis shots and candid poses from nearly every angle in a shareable 180-degree video file.

Photo: Craig Barritt/Getty Images for American Express
The U.S. Open American Express Fan Experience
The U.S. Open American Express Fan Experience

This year, long-time sponsor American Express introduced MyOpen Pass to help customize its event for visitors. After registering, fans were issued R.F.I.D.-enabled wristbands that collected data from their activities, such as posing with a hologram of tennis player Sloane Stephens and a professional swing analysis. Visitors then received a personalized email recapping their day that could be shared on social media.

Photo: Craig Barritt/Getty Images for American Express
The U.S. Open American Express Fan Experience
The U.S. Open American Express Fan Experience

A full-size tennis court was used for 10-and-under tennis sessions, tennis clinics for all ages, and player meet and greets.

Photo: Craig Barritt/Getty Images for American Express
Time Warner Cable Studios
Time Warner Cable Studios

Fans could watch a live feed of the action at the Time Warner Cable Studios lounge, located inside the grounds of the National Tennis Center in Flushing Meadows. Guests could also attend in-person Q&A sessions with sports legends, such as Billie Jean King.

Photo: Beth Kormanik/BizBash
Moët & Chandon Display
Moët & Chandon Display

Moët & Chandon, the official champagne of the U.S. Open, offered guests glasses of bubbly from a trunk display at an outdoor lounge within the complex.

Photo: Beth Kormanik/BizBash
Mercedes-Benz Suite
Mercedes-Benz Suite

New York-based Van Wyck & Van Wyck redesigned the Mercedes-Benz suite for this year’s tournament. Using the existing color palette of blues and greys, event producers incorporated new materials, such as limestone, metal, and lacquer, and added more flexible seating areas.

Photo: Jensen Larson for MBUSA
Mercedes-Benz Suite
Mercedes-Benz Suite

Mouth-blown glass sculptures from Eastern Europe hung above the buffet. Console tables, coffee tables, and side tables were provided by Mitchell Gold & Bob Williams.

Photo: Jensen Larson for MBUSA
Mercedes-Benz Suite
Mercedes-Benz Suite

Guests had a clear view of play from the luxury car brand’s suite in Arthur Ashe Stadium. The tournament ends September 8, with the men’s final match.

Photo: Jensen Larson for MBUSA
Taste of Tennis Gala
Taste of Tennis Gala

Serena Williams, TV host A. J. Calloway, and chef Masaharu Morimoto prepped sushi rolls during a cooking demo at the 15th annual Taste of Tennis Gala on August 21 at the W New York as part of the first-ever Taste of Tennis Week.

Photo: Brad Barket/Getty Images for Taste of Tennis Week
Taste of Tennis Gala
Taste of Tennis Gala

While her sister joined in on the culinary action, Venus Williams hopped on the turntables to show off her DJ skills during the event.

Photo: Donald Bowers/Getty Images for Taste of Tennis Week
Taste of Tennis Gala
Taste of Tennis Gala

Tennis player Agnieszka Radwanska and Cheesecake Factory executive chef Jay Hinson served up the restaurant’s signature sweet treat. The event also featured some of New York’s most prestigious chefs including Marc Murphy of Landmarc, Zac Young of the David Burke Group, and Sebastien Chamaret of Bagatelle. Proceeds benefited City Harvest.

Photo: Thos Robinson/Getty Images for Taste of Tennis Week
Nike U.S. Open Pop-Up
Nike U.S. Open Pop-Up

To promote its new Nike Court collection, the sportswear brand built a surprise pop-up court in downtown Manhattan. Those with a Nike+ account could book court time during the five-day event, which was held prior to the tournament.

Photo: Oliver Correa
Nike U.S. Open Pop-Up
Nike U.S. Open Pop-Up

Production Glue, which oversaw the infrastructure, creative management, execution, and stage production of the event, created plenty of amphitheater-style seating for guests. To encourage spectators to share on social media, organizers branded the seats with handles, hashtags, and website URLs.

Photo: Oliver Correa
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