The 2024 US Open brand activations offered fans a mix of immersive experiences. These activations brought excitement off the court, elevating the fan experience and showcasing the power of brand partnerships in one of tennis’ biggest stages. Let’s take a look at what brands did for the 2024 US Open…
American Express
American Express collaborated with Van Leeuwen Ice Cream to create a limited-edition flavour, “Match Point Chip x Amex,” blending green mint chip with a blue frosting swirl. A pre-tournament ice cream truck pop-up brought this flavour to the streets of New York City, giving fans a taste before it was available at the Open. On-site, Amex’s 20,000-square-foot fan experience featured interactive attractions like a tennis ball customisation station, Glow Tennis, and the TopSpin 2K25 gaming stations, along with a live mural creation by Russell Abrahams. In the Card Member Lounge, visitors could personalise Ralph Lauren merchandise as a unique souvenir.
IHG
IHG returned for its sixth year as the US Open’s official hotel partner, bringing its 3″IHG Rally Room” experience to select hotels in New York and Atlanta. In these vibrant, tennis ball-adorned suites, the decades-long debate of whether tennis balls are yellow or green was brought to life. Split in half, with one side yellow and the other green, these rooms created buzz and encouraged guests to take sides. Fans could book these themed rooms for a short stay during the tournament, blending the excitement of tennis with stylish accommodation.
Lavazza
Lavazza, the US Open’s official coffee sponsor, brought a taste of Italy to tennis fans. Throughout the US Open, the brand served free coffee, including selections from its Dolcevita collection, and offered a 360-degree video booth and bracelet-making stations. Lavazza also launched its new “Coffeetail Corner” at the Main Village, offering fans a chance to enjoy custom cocktails like espresso martinis. Brand ambassador and Italian tennis pro Jannik Sinner added to the excitement by making appearances during the activation.
Tiffany & Co
Since 1987, Tiffany & Co. has crafted the iconic US Open trophies. This year, the luxury brand went a step further with a pop-up at Fountain Plaza, displaying intricate trophy replicas and a “one-of-a-kind” tennis racket designed by Elsa Peretti, featuring 108 diamonds instead of traditional strings. Fans could also interact with an Augmented Reality (AR) Mirror, developed with Snap, offering a playful yet elegant engagement with Tiffany’s craftsmanship.
Chase
Chase continued its tradition as a US Open staple with its Chase Lounge, offering a relaxing oasis for cardmembers. The lounge featured a branded merchandise section, where fans could get custom-embroidered tote bags, hats, or socks. A nearby ESPN broadcast centre kept the excitement alive by showcasing live tournament moments.
Maestro Dobel
Maestro Dobel Tequila made a splash with its new Dobel Tequila Club at the US Open, bringing Mexican hospitality to the tennis world. As the official tequila of the tournament, Dobel served up signature cocktails like the Dobel Tequila Ace Paloma, paired with cuisine from renowned Mexican chef Enrique Olvera. Fans could relax in the lounge or visit the full-service Dobel Tequila Bar at Stadium 17 for a mid-match cocktail.
Evian
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Evian brought hydration and tennis style together at its Gansevoort Plaza pop-up, where fans were among the first to purchase items from Evian’s latest collection. With tennis stars Emma Raducanu, Frances Tiafoe, and Stan Wawrinka in attendance, the activation featured music from a live DJ, small bites, and plenty of Evian water to keep the energy high.
