Has the entire sport of tennis been rebranded in the United States?

Every year, the US Open transforms Flushing Meadows into a vibrant hub where thousands of New Yorkers and tennis enthusiasts from around the world gather to witness two weeks of electrifying matches, fashion-forward styles, and luxury experiences. The Billie Jean King National Tennis Center becomes the epicenter of both sport and culture, as brands seize the opportunity to connect with fans and players alike, creating a spectacle that extends far beyond the court. From the iconic Grey Goose ‘Honey Deuce’ cocktails to lavish brand lounges, the Open has evolved into much more than a tennis tournament—it’s a premier social event that embodies the essence of luxury and status.

There has been renewed excitement for tennis, fueled in part by its pervasive presence in media and culture (thank you, Zendaya and Challengers). We've seen mainstream athleisure brands (Alo, Vuori, On) and everyday fashion brands (Abercrombie, Tory Burch) release their own versions of the iconic tennis skirt and dress. There has even been newfound popularity in adjacent sports like pickleball and padel, spurred by the increased interest in tennis.

Most attendees have traditionally been tennis enthusiasts or casual fans, but many this year view the Open as a social event signaling status. Ticket prices are higher than ever, and the number of tickets sold in the secondary market has soared by over 25%. This year has seen more celebrities, influencers, and brands looking to be part of the scene. Moët, Aperol, Ralph Lauren, Bumble, and On, among others, have seized this opportunity to further cement or create new associations in the luxury space with consumers.

On hosted its Courtside Nights event, where Ben Shelton played against influencers, followed by a post-game DJ set. Bumble Inc. organized a singles party for NYC tennis fans. Chase Sapphire Preferred also hosted a tennis clinic during Fan Week atop the Seaport’s Pier 17, where Andy Roddick played alongside eager fans, making them feel close to the action days ahead of the actual matches. Brands are trying harder than ever to reach younger consumers through peak cultural moments.

The U.S. Open has evolved into more than just a tennis tournament—it’s now a cultural experience and social event. With the rise in branded events, tennis-adjacent fashion, and tennis-related films, it’s easy to conclude that the USTA (United States Tennis Association) has benefited from tennis’s recent rise in cultural relevance. So, what does this mean for brands? Keep a pulse on culture—because that is what drives consumer dollars.