The annual U.S. Open kicked off on August 22, giving tennis fans their daily fix of exciting tennis matches at the USTA Billie Jean King National Tennis Center in the Flushing Meadows-Corona Park section of Queens. The tournament, which runs through September 10, has a number of returning sponsors activating onsite and offsite, providing a variety of tennis-inspired experiences and eats for attendees.
Here’s a look at how sponsors and brands including American Express, Lavazza, Chase, Grey Goose, and more are engaging tennis fans this year.
American Express collaborated with the Bosco on an interactive photo op that captures guests going through the motion of a serve from the perspective of the tennis ball. The activation, dubbed the American Express Ace Toss, gives guests a photo to take home and also the option to share on social media.Â
Longtime sponsor American Express is hosting a fan experience at the stadium that includes a variety of branded tennis-theme imagery and interactive activations for guests. The experience is produced by Momentum Worldwide.Â
The American Express Air Tennis is a virtual game that allows guests to play a match against an artificial tennis opponent, using hands and body movements to hit the virtual tennis balls. Players can feel the impact of a ball through timed blasts of air.Â
To celebrate the tournament, athletic footwear and apparel brand Asics hosted a tennis pop-up at an event space in SoHo on August 25. The pop-up, which was headed by experiential agency Enter, offered activities including a branded ping-pong tournament.Â
Decor included a tennis-theme ball pit.Â
The pop-up showcased an arch installation created with Asics shoes and shoeboxes.Â
Once again, Grey Goose is serving the tournament’s official cocktail: the Grey Goose Honey Deuce, which consists of vodka, lemonade, raspberry liqueur, and frozen honeydew melon balls that resemble tennis balls. The cocktails are served in branded U.S. Open glasses.
The vodka brand also has its first-ever suite at the stadium. Decor includes a branded step-and-repeat created with tennis balls and rackets in the brand’s signature blue color.Â
Returning sponsor Lavazza, the official coffee of the event, has an onsite cafe offering a variety of drinks, including hot coffee and espresso, cold brew, and iced espresso.Â
Hot lattes served in branded cups feature drinkable messages.
Chase Bank returned as a sponsor, offering a variety of activations and branded swag including complimentary mobile chargers that allow fans to watch live video of the three main courts without using Wi-Fi or data.Â
For the second year, the brand has activated its onsite Automated Tennis Machine, giving fans a chance to win prizes including free tickets.Â
One of the brand’s new activations is an onsite photo op that gives fans the chance to take a photo with both the men's and women's championship trophies.Â
The official airline of the tournament is offering attendees a branded dining experience for guests with the Emirates Sports Cafe. The restaurant is serving gastropub fare and is decorated with memorabilia from the airline’s sports sponsorships around the world.
One of the most luxurious ways to view matches at the stadium is from the Emirates Suite, which has a design inspired by the airline’s plane cabins. The expanded suite, which was renovated in 2015, can hold as many as 80 guests.Â
Chef Tony Mantuano has brought his Chicago-based Italian restaurant to the South Plaza of the stadium. The menu, created by Mantuano and executive chef Joe Flamm, is offering some of the restaurant’s signature dishes along with cocktails and a curated wine list from sommelier Rachael Lowe.
The official vehicle of the U.S. Open, Mercedes-Benz hosted its annual tennis clinic at the stadium on August 24. Brand ambassador Roger Federer made an appearance.Â
