The US Open: A Grand Slam for Brands
Published on October 23, 2025, at 11:57 a.m.
by Mallory Magee
The athletes weren’t the only ones going head-to-head in the 2025 US Open. In this year’s tennis tournament, brands competed just as fiercely as the players on the court.
The final Grand Slam of the season, held in New York each August, has become much more than just a tennis tournament—it’s a global marketing stage where brands vie for visibility and influence among tennis fans. With millions of viewers worldwide, the stakes for branding are as high as a match point inside Arthur Ashe Stadium.
From alcohol to fashion, brands from every industry have turned the tournament into their own marketing match, each serving up different strategies. Even long-standing partners have found new and creative ways to keep up with the competition.
American Express, a longtime sponsor for over three decades, extended its marketing beyond logos and signage around the stadium. While fans have long enjoyed the exclusive cardmember lounges offered by American Express, this year, they were also invited to take part in new interactive games and activities. Highlights of the new fan experience included “Tennis Ball POV,” a mini court where fans could play and record their rallies to share on social media, and a “Refresh Station” that offered complimentary essentials like dry shampoo, facial mist, sunscreen and more to help fans stay fresh between matches.
Ralph Lauren, the tournament’s official outfitter since 2005, continued its tradition of dressing the ball crew and tournament staff, but the brand’s presence was also felt courtside this year as celebrities turned heads in its signature looks. With multiple shops scattered around the stadium, Ralph Lauren’s marketing strategy transformed the US Open into not just an athletic event, but also a fashion showcase that reinforced the brand as both a style influence and sponsor.
Additionally, the US Open doesn’t just give brands a chance to shine inside the stadium. When the tournament comes to town, their marketing takes over the city and spills into the streets, airports and famous landmarks of New York. From cocktails to pop-ups, brands competed for the attention of fans long before they even reached their seats.
Grey Goose, another veteran partner of the tournament, expanded its reach far beyond the court with the launch of a limited-time bar pop-up inside Grand Central Terminal. At the historic transportation hub, the brand served its iconic cocktail, the Honey Deuce. The signature drink—famously garnished with honeydew melon balls—has become as synonymous with the US Open as strawberries and cream is with Wimbledon. Dobel Tequila took a similar approach this year by taking over terminals at JFK Airport and greeting arriving fans with signature cocktails. Their drinks, however, were inspired by two of the sport’s biggest stars, Aryna Sabalenka and Taylor Fritz, strategically boosting the brand’s visibility and credibility. By tying cocktails to the athletes themselves, the brand wasn’t just selling tequila—it was selling championship moments packed into every sip.
During the 2025 men’s singles final, both Jannik Sinner and Carlos Alcaraz stepped onto the court dressed head-to-toe in Nike gear. With the two best players wearing its iconic swoosh, Nike ensured its brand was front and center on one of tennis’ largest stages. Sinner and Alcaraz also guaranteed a win for Rolex, another brand that has been a longtime sponsor of both athletes. Regardless of the match’s outcome, the trophy winner would be wearing a Rolex watch during post-game ceremonies and interviews. These endorsement deals, often built on long-term partnerships, allow companies like Nike and Rolex to leverage the influence of top athletes and maintain brand dominance well beyond the court.
At the US Open, it’s been shown that winning off the court can be just as sweet as holding the trophy. From courtside logos to signature cocktails and celebrity sightings, brands competed—and scored—alongside the players all tournament long, demonstrating how sports can help companies share their stories and connect with audiences worldwide. This year’s tournament proved that it’s not just about which players walk away with a win—it’s about which brands ace their moment in the global spotlight.
