NEW YORK—Last year, spectators were banned from attending the U.S. Open tennis tournament due to the COVID-19 pandemic. For 2021, vaccinated fans and companies have returned in a big way (which reportedly includes long lines at the concession stands).
From Aug. 30 until Sept. 12, at the USTA Billie Jean King National Tennis Center in Flushing, N.Y., brands such as American Express and Grey Goose are activating throughout the tournament grounds, as well as engaging at-home fans too. Here’s a look at some of the action—on and off the court.
American Express U.S. Open Experiences
To celebrate the U.S. Open, American Express built six pop-up tennis courts at Pier 76 in New York. From Aug. 23-31, cardmembers were able to book one of the courts that offered views of the Hudson River.
Photo: Bryan Bedder/Getty Images for American Express
According to a recent study from the Physical Activity Council, total tennis play was up by 22% across the country during the pandemic. In order to help with the demand, American Express decided to build these pop-up courts.
Photo: Bryan Bedder/Getty Images for American Express
Players could also enjoy food and drinks at the on-site open-air lounge.
Photo: Bryan Bedder/Getty Images for American Express
In addition to the usual cardmember perks on the tournament grounds, such as complimentary bag check and the American Express radio, attendees gained access to a new outdoor patio, along with the Centurion Suite and the Card Member Lounge.
Photo: Bryan Bedder/Getty Images for American Express
Located near Court 17, the new Amex Patio is an open-air space with misting fans, and at the Centurion Suite at Louis Armstrong Stadium, the company is also offering 60-minute, bookable dining experiences featuring fare from chefs Ignacio Mattos and CĂ©dric Vongerichten, the executive chefs of the Centurion Lounges at John F. Kennedy International and LaGuardia Airports.
Photo: Bryan Bedder/Getty Images for American Express
American Express partnered with the United States Tennis Association (USTA) and its hospitality partner, Levy, to provide cardmembers access to a contactless shop where they can grab food and beverage items from independent local retailers including Baked in Brooklyn, Coney Island Popcorn and North Fork Chips.
Photo: Bryan Bedder/Getty Images for American Express
Citi Taste of Tennis Food Truck Tour
This year, the Citi Taste of Tennis event transformed into a food truck tour to celebrate the city's restaurant industry reopening. It featured a collective of New York City chefs, with each stop featuring a signature dish including John Mooney’s coal oven pizza, Wenford Simpson’s jerk barbecue chicken sliders and Suchanan Aksornnan’s yakisoba noodles salad. The tour concluded on Aug. 26 at Tavern on the Green with an event featuring a performance by tennis legend John McEnroe and his band.
Photo: Eugene Gologursky/Getty Images for AYS Sports Marketing
Grey Goose Honey Deuce Cocktail Kit
In addition to entertaining guests at its on-site suite, Grey Goose is helping at-home fans get in on the action with its Honey Deuce Cocktail Kit that includes Grey Goose vodka, fresh lemonade, raspberry liqueur, the iconic honeydew melon balls and official 2021 U.S. Open commemorative cups. The kit ($39.99) is available for one-hour delivery in Chicago, New York City and Miami.
Photo: Grey Goose
IHG Hotels & Resorts’ “Tennis in Wonderland” Room
As the official hotel sponsor of the U.S. Open, IHG Hotels & Resorts created a tennis installation, called “Tennis in Wonderland,” inside a room at the Kimpton Hotel Eventi in New York City. The sports-inspired upgrade includes a tennis racquet chandelier, furniture made out of tennis balls and 3D wall art.
Photo: @tourdelust/Instagram
Plus, an ambassador delivers snacks and specialty cocktails to guests as they watch the matches.
Photo: Courtesy of IHG Hotels & Resorts
Social Studies x Racquet Kit
Social Studies, which specializes in rentable entertaining kits, partnered with Racquet magazine to offer a party look, called "Now Serving," that celebrates this year’s U.S. Open. The kit ($52 per guest) includes an issue of the magazine, table settings and tennis-themed swag.
Photo: Social Studies
Brookfield Place Open
On Aug. 28, Brookfield Place celebrated its sixth annual Brookfield Place Open, presented in partnership with Prince, Therabody and Slinger. John Isner, Shelby Rogers and Lauren Davis competed in a public tennis match. Other programming included demonstrations, tennis clinics throughout the week and games.
Photo: Brookfield Place
