US Open 2024: 18 Grand Slam Events, Activations, and Collabs That Served More Than Tennis

On Aug. 22, in honor of being the official sunscreen partner of the US Open, skincare brand La Roche-Posay hosted the highest-altitude pickleball tournament ever played at New York City’s Edge at Hudson Yards. One hundred stories and 1,100 feet above Manhattan, tennis stars Madison Keys, Frances Tiafoe, Taylor Fritz, and Alex de Minaur participated in the tournament.

La Roche-Posay’s agency partner, CAA, produced the event and tapped Denver-based Crush Studio to fabricate the record-breaking pickleball tournament. The brand transformed Edge’s observation deck in collaboration with Bednark Studio, which was responsible for the sunburst arch photo installation at Edge. In addition, a custom archway served as the backdrop for celebrating La Roche-Posay’s “Every Day is Sunscreen Day” campaign—and was also where the company announced it was presenting the American Cancer Society with a $50,000 donation.

The 2024 US Open marked more than three decades of Amex attending the tennis championship and making its own grand slam. This year’s Fan Experience leaned into experiential moments with the return of its fan-favorite Glow Tennis mixed reality game and its tennis ball customization station, which was new this year. And, for the first time, the US Open American Express Fan Experience was open through US Open Fan Week, which took place Aug. 19-25, as well as throughout the tournament the following two weeks.

The second level of the Fan Experience boasted a Card Member Lounge, where guests could get a live portrait sketch courtesy of local artist Zac Crawford, known as “The Artist Zac,” as well as painter and YouTuber SLEW.

Elsewhere at the Card Member Lounge, an expanded Ralph Lauren Clubhouse offered exclusive merchandise that leaned into the preppy tennis aesthetic. In another customizable moment, exclusive items were also available at the “Create Your Own” kiosk.

Platinum Amex card members were invited to visit the pop-up Centurion Lounge, located on the second level of Louis Armstrong Stadium, for a US Open-themed version of the luxe experience travelers get in Centurion Lounges at airports around the world. At the US Open Lounge, guests were treated to dishes curated by Cédric Vongerichten and Michael Solomonov, the executive chef partners of the Centurion Lounges in LaGuardia Airport and Philadelphia International Airport, respectively, as well as cocktails from the mind of Centurion Lounge mixologist Jim Meehan.

The Lounge also featured an immersive activation that had guests dreaming up their ultimate vacation and designing a personalized travel pouch.

All Amex card members at the US Open were granted access to radios to stay tuned in to the on-court action no matter where on USTA grounds they were. Other on-site perks for cardholders included contactless checkout at the American Express Shop and discounted bag check upon entry.

All the sweetness of the US Open started early for American Express, which teamed up with popular NYC ice cream spot Van Leeuwen to create the Match Point Mint Chip x Amex. The limited-edition flavor was available for purchase at 23 Van Leeuwen scoop shops around NYC. A handful of lucky passersby were able to receive a complimentary scoop of Match Point Mint Chip when an Amex-branded ice cream truck made stops around Manhattan, including at the Wilson flagship store, Polo Ralph Lauren store, and McCarren Tennis Center.

The flavor, which boasted a green mint chip ice cream base and blue frosting swirled throughout, was also handed out at Amex’s Fan Experience on site at the US Open while supplies lasted.

Creative experience agency CNC teamed up with Procter & Gamble and Downy—along with tennis star Venus Williams—to create the ‘Rinse It Out’ pop-up in NYC's Flatiron neighborhood.

The pop-up aimed to shine a light on the role of sweat in athletic performance and how Downy's Rinse & Refresh products fight odor.

During the two-day pop-up, visitors got their hands on product samples and could personalize sweat towels to take home.

They could also participate in the Sweat & Serve challenge to measure how they match up to Williams’ fastest tennis serve.

Experiential agency Factory360 teamed up with Lacoste to host Le Club Lacoste, which transformed a Brooklyn rooftop into a tennis-inspired oasis.

A tennis racket installation made for the perfect photo op backdrop.

DUMBO House's rooftop pool was made to look like a tennis court, complete with a net and chair umpire's chair.

Aperol returned to the US Open for the second year with its first-ever merchandise store stocked full of apparel that celebrated tennis and the iconic Italian aperitivo. Naturally, the inaugural capsule collection featured orange hues and tennis imagery on a range of T-shirts, polos, skirts, hats, and more, with prices starting at $25.

Actress Ashley Park, known for her role in Emily in Paris, was on site with Aperol to celebrate its involvement with the US Open. “I've loved playing and watching tennis ever since I was young, and it has always been my dream to attend a grand slam. I can't wait to watch the US Open and enjoy the match while sipping a bright and bubbly Aperol Spritz, which became one of my favorite cocktails while filming in Europe,” Park said.

Lotte New York Palace hosted the seventh annual Palace Invitational—a pickleball tournament where the top names in tennis rallied for a trophy—on Aug. 22. The event was held in the courtyard of the hotel’s famed Villard Mansion following a five-year restoration, and did not disappoint with a flow of courtside Honey Deuce cocktails on offer, as well as a lineup of all-star tennis players.

Champs in attendance included reigning Wimbledon champion Carlos Alcaraz, Kazakhstani tennis pro Elena Rybakina, and American tennis star Taylor Fritz.

Courtside, Raspberry Rose Sparkler cocktails starring poppi were on offer, as well as mini bottles of Moët & Chandon; Honey Deuces (of course); and elevated bites such as whipped ricotta tartlets, wagyu beef tataki, caviar-topped potato bites, and tennis ball macarons—all executed courtesy of Lotte New York Palace executive chef Cedric Tovar. Guests sipped and savored while American tennis legend Andre Agassi made a special appearance to offer up some expert commentary.

Alcaraz, the 21-year-old Spaniard currently ranked the world’s third-best men’s tennis player, took home the trophy at this year’s Palace Invitational Pickleball Tournament.

Vodka brand Grey Goose—the key ingredient in the US Open’s signature Honey Deuce—tapped American tennis star Frances Tiafoe to star in its campaign just in time for the tournament.

An additional partnership between Tiafoe and the official vodka of the US Open (as it has been for the past 18 years) saw two lucky tournamentgoers receiving premium seats at Arthur Ashe Stadium and access to the on-site Grey Goose Suite on Aug. 27. The duo invited guests 21 years and older to celebrate the US Open in style by directly messaging Grey Goose on Instagram with a photo of their outfit. The competition was inspired by the rising “tenniscore” trend that saw searches for US Open-related fashion ideas surging 22% in 2023 year over year, according to Google Trends. And later that same day, two winners were selected to participate in what was dubbed the “Fan Upgrade Experience.”

The ninth annual Brookfield Place Open transformed the Waterfront Plaza at the shopping, office, and dining complex into a center court branded with the Tennis Channel’s logo—a nod to its third year as the event’s media partner. The free and open-to-the-public pop-up took place Aug. 21-29, inviting sporty New Yorkers to try their hand at tennis in front of photo-worthy views of New Jersey across the Hudson River. After breaking a sweat, the athletes in attendance received refreshments from the event’s beverage partner, organic iced tea brand Saint James, plus treats from popular Brookfield Place wellness hub Carrot Express.

Ahead of the US Open, Moët & Chandon announced it would be the official Champagne of the 2024 tournament, showing up at a number of locations throughout the USTA Billie Jean King National Tennis Center grounds, including at its Moët & Chandon Clubhouse bar, where bubbly lovers could receive a co-branded Moët & Chandon x US Open golden goblet. “At Moët & Chandon, we have a long-standing history of being at the forefront of leading moments in sports, to inspire and celebrate athletes and their teams with our love for excellence, elevating experiences worth sharing, just like the US Open,” said Sibylle Scherer, president and CEO of the Champagne giant.

Skin and hair care company Aveeno partnered with healthcare communications agency M Booth Health to host an upscale gathering perfect for kicking off the tennis season—and tapped global brand experience agency INVNT Group to assist.

Because it was tennis season, after all, the late-August, invite-only affair welcomed a group of influencers to a private racket club on Manhattan’s Upper East Side, where they were treated to tennis lessons on an Aveeno-branded court. Post-gameplay, the party continued indoors, where tennis rackets and custom tennis balls served as decor.

Tennis-themed treats were on offer, such as these adorable racket-shaped cookies, while other bites nodded to oats—a major ingredient in Aveeno’s products for its skin-smoothing and -softening properties.

The event leaned heavily into the #tenniscore trend, encouraging influencers to arrive in their best athletic gear and enjoy a series of luxe experiences, including massages.

Coffee giant Lavazza capitalized on the buzziest sport of the summer by bringing the vibes of an Italian cafe to the USTA Billie Jean King National Tennis Center. Once again the official coffee partner of the US Open, Lavazza this year constructed a Coffeetail Bar in the Food Village, which served up coffee-inspired cocktails—such as the Zesty Espresso Martini—and a Main Village Cafe, where Lavazza’s traditional cups of joe, including limited-edition beverages like the Blue Foam Iced Cappuccino, got tennis fans buzzing even more. Coffee lovers who opted for a drip coffee anywhere at the event were treated to a special-edition 16-ounce, reusable US Open x Lavazza cup. Daniele Foti, vice president of marketing for Lavazza North America, said of the tennis-coffee partnership: “Both share a dedication to excellence, passion, and a vibrant community spirit. Lavazza is proud to support this iconic event, bringing our coffee experiences, and new brand updates, to tennis fans and players alike."

For its return as the official US Open beer partner, Heineken played on the tennis term “love” to promote its zero-alcohol lager in its LOVE.LOVE can. For 20 VIP recipients, the beer brand tapped CNC to create a unique mailer kit experience that included an exclusive invite to the US Open. The kits were delivered to influencers and members of the press by tennis-clad male models, and when they opened the LOVE.LOVE kit, they were wowed with exclusive apparel, a branded disposable camera, and Heineken’s 0.0% ABV beer—in addition to tickets to the tournament, of course.

Banking giant Morgan Stanley upped its involvement with the Women's Tennis Association this year with a custom subway wrap. Guests who took the 7 train to the US Open this year got a look at the creative advertisement starring Canadian WTA pro Leylah Fernandez that emphasized “breaking barriers on and off the court.”

Meanwhile, above ground in NYC, Morgan Stanley hosted “Come Play Tennis” clinics in Harlem and Queens for the second consecutive US Open season in partnership with the Harlem Junior Tennis & Education Program and the City Parks Foundation.

Aside from world-class tennis, the US Open is a celebration of New York’s vibrant food scene, which is ever present within the tennis center’s Food Village. A new vendor this year was the iconic Carnegie Deli, which brought with it the deli’s famed corned beef and pastrami sandwiches. "Piled high with our signature smoked and cured meats, our US Open offerings are served up with the same love and care we put into every sandwich,” said Sarri Harper, CEO of Carnegie Deli Group.

New York’s iconic Plaza Hotel hosted a meet and greet with Polish tennis pro Iga Świątek on Aug. 22. Guests who booked one of the hotel’s Legacy Suites during the US Open were invited to take photos and get an autograph from Świątek—currently ranked as the world’s No. 1 women’s tennis player—while mixing and mingling with other tennis aficionados.

Separately, The Plaza offered a “Suite, Set, Match Package” Aug. 19-22 that nodded to the prestigious experience of attending the US Open with exclusive offers and luxe amenities, including a round-trip ride to the USTA Billie Jean King National Tennis Center in a private sedan.

The official tequila of the US Open, Maestro Dobel Tequila, a Mexican brand of blended tequila (it’s a mix of reposado, añejo, and extra añejo tequilas), was featured in the Ace Paloma on site at the tournament. Tennis fans and cocktail aficionados alike could also enjoy the grapefruit-infused cocktail at home with the purchase of a Maestro Dobel Ace Paloma Cocktail Courier Kit, which is still available through the end of September.

Elsewhere on the US Open grounds, a Dobel Tequila Club gave guests an authentic Mexican hospitality experience, with elevated food offerings courtesy of renowned Mexican chef Enrique Olvera, which paired perfectly with the Ace Paloma and other Dobel cocktails curated by brand ambassadors and tennis pros Aryna Sabalenka and Taylor Fritz.

To celebrate the US Open and its ambassador Leylah Fernandez, Lululemon hosted an in-store experience at its Fifth Avenue location. The Lululemon Tennis Club Challenge took place Aug. 26-28. Fans got to test their tennis skills on Interactive Entertainment Group's Multiball LED virtual simulator, which was customized specifically for the event. Participants had one minute to hit the ball against the wall, aiming for digital targets.