In the final weeks of summer, celebrities flock to the US Open in New York for the hottest spot to be seen. The tournament, offering a record-breaking $75 million in prize money, has seen an increase in ticket sales, indicating a growing popularity following a pandemic boom. Alongside top tennis players, the US Open attracts megawatt stars such as Charlize Theron, Justin Bieber, Kylie Jenner, and Timothée Chalamet, who add to the event’s glamour and appeal.
The growth of tennis post-Covid-19 has led to increased fandom and viewership, with the sport becoming a part of pop culture and fashion due to recent films like “Challengers.” Tennis has experienced a surge in popularity, with viewership for England’s Wimbledon rising by 9% compared to previous years. Celebrities attending the US Open are often found in swanky suites offering luxury amenities and exclusivity, with prices reaching up to $100,000. These suites provide a comfortable environment for celebrities to watch matches and offer host companies exposure through celebrity buzz.
Corporate hospitality, encompassing private suites and court-side seats, has seen a surge in sales at the US Open, with big spenders coming from financial, insurance, and legal businesses. These hospitality sales contribute significantly to the USTA’s growth, with corporate hospitality revenue increasing by 16% in 2023. Private suites and corporate parties at sporting events have become more popular, with brands looking to engage with high-profile guests and create unique experiences.
Sponsors like Maestro Dobel Tequila and Emirates Airline take advantage of the US Open to promote their brands through luxurious suites that attract A-listers. Dobel’s parent company Proximo sees the US Open as a way to introduce its tequila to a new audience, with celebrity guests like Charlize Theron providing free publicity. Emirates aims to establish relationships through sports partnerships and create new business opportunities with its luxurious suite offerings.
Other sponsors, such as Grey Goose and Heineken, use their suites at the US Open to connect with celebrities, influencers, and business partners. Grey Goose’s suite has become a prominent destination for stars to see and be seen, attracting celebrities like Zach Braff, Emily Blunt, and John Krasinski. Sponsors recognize the value of celebrity endorsements, as one picture posted by a star can generate significant free publicity for the brand, outweighing the cost of sponsorship.
Beyond the glitz and glamour, sponsors like Heineken leverage the US Open to promote new products and establish relationships with key decision-makers. The all-day event at Ashe provides a unique environment for marketing and business development, with matches often lasting into the night. Business gets done in sponsor suites, where partnerships are forged and brands are promoted alongside celebrities and influencers. The US Open serves as a powerful platform for sponsors to engage their target audience and drive brand awareness.
