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The U.S. Open: A Showcase for Brands
The U.S. Open is a crucial tournament for elite tennis players to demonstrate their skills. For major brands such as Grey Goose, Dobel Tequila, American Express, and Ralph Lauren, it provides a competitive arena for brand visibility and influence among tennis enthusiasts.
Branded Experiences
As fans enter the Flushing Meadows venue in Queens, New York, they encounter various brands that have transformed the tournament into a significant lifestyle marketing opportunity, according to Shawn French, founder of “The Determined Society” podcast. The promotional activities around the iconic Arthur Ashe Stadium illustrate how the U.S. Open has evolved into a luxurious lifestyle platform merging spirits, fashion, and sports to attract a global, affluent audience.
Grey Goose’s Dominance
Grey Goose’s signature Honey Deuce cocktail, which generated $12.8 million in sales in 2024, has gained recognition comparable to the tennis matches themselves. The brand has been the U.S. Open’s official vodka for 19 years, selling over 556,000 Honey Deuces last year—a 23.5% rise from 2023. At this year’s tournament, multiple branded cocktail bars are serving this popular drink, alongside a newly launched limited pop-up bar at Grand Central Terminal.
Dobel Tequila’s Engaging Presence
Dobel Tequila returns as the U.S. Open’s official tequila for the third consecutive year, with its exclusive Dobel Tequila Club providing premium dining experiences. This year, the brand has collaborated with José Andrés Group’s Oyamel to present unique food and cocktails, including iconic drinks like the Ace Paloma and the Marg-Aryna, named after tennis stars who endorse the brand.
Ralph Lauren’s Long-standing Sponsorship
Ralph Lauren has been the official outfitter of the U.S. Open since 2005, crafting the uniforms for tournament staff and ball crews. Additionally, the brand operates several retail shops at the event where fans can purchase the latest U.S. Open apparel.
Immersive Experiences from American Express
American Express has been one of the tournament’s key sponsors for over 30 years, offering an engaging, interactive experience filled with games and activities for attendees. Dove has also made strides as the U.S. Open’s official underarm sponsor, featuring an on-site booth for product sampling and interaction.
Integrating Brands into Culture
According to brand strategist Laura Burkemper, the U.S. Open presents a unique platform for brands like Dobel, Grey Goose, and Ralph Lauren to blend sport and lifestyle in impactful ways. She emphasizes that effective sponsorship transforms brand presence into annual traditions and experiences that fans cherish. Both Burkemper and French note that Grey Goose’s Honey Deuce has become emblematic of the U.S. Open, much like strawberries and cream at Wimbledon.
