U.S. Open 2019: 22 Tennis-Theme Highlights From Sponsors and Satellite Events
See how brands such as American Express, Mercedes-Benz, I.B.M., Fila, and more are engaging with tennis fans during the 51st annual tournament.
NEW YORK—The U.S. Open is proving to be more popular than ever this year, drawing record crowds to the U.S.T.A. Billie Jean King National Tennis Center since it kicked off August 19. After setting a record opening day attendance of 68,059 people, the 51st edition of the modern tennis tournament is still on track to set an all-time attendance mark; through Labor Day, the event drew 540,333, which is the tournament’s highest-ever attendance for its first eight days.
While New Yorkers and visitors have taken the 7 train out to Flushing, Queens, to see matches such as Serena Williams vs. Maria Sharapova and star players like Novak Djokovic and Rafael Nadal, onsite brand experiences also have been a major draw for tennis fans. Longtime tournament sponsors such as American Express, I.B.M., and J.P.Morgan Chase have evolved their fan experiences to deliver a mix of high-tech and low-tech activations and lounges, while other brands such as first-time sponsor InterContinental Hotels Group and Fila have held adjacent pop-ups around the city to interact with tennis fans.
Here’s a look at some of the most engaging event ideas from sponsors and brands at this year’s U.S. Open, which runs through September 8.