More than 1 million fans attended the U.S. Open in 2024, generating nearly $560 million in operating revenue for the U.S. Tennis Association. An additional day of programming is expected to increase attendance at the Billie Jean King National Tennis Center in Queens, New York. More than 20 sponsor brands used activations, product giveaways, and interactive games to engage fans. Brands emphasized personalization through custom tennis balls, patched hats, customizable shoelaces, and create-your-own apparel. Interactive experiences included glow tennis, point-of-view ball videos, a La Roche-Posay sun-versus-player game, and Lavazza prize wheels and postcard stations. Sponsors distributed purpose-driven products tied to sun protection and coffee.
More than 1 million fans attended the U.S. Open in 2024, reportedly generating nearly $560 million in operating revenue for the U.S. Tennis Association. And thanks to an additional day of programming, the tennis tournament expects to welcome even more fans to the Billie Jean King National Tennis Center in Queens, New York this year. For the 20-plus brands that sponsor the U.S. Open, the tournament presents a unique opportunity to woo engaged customers through activations, product giveaways, and interactive games.
1. Personalize everything American Express went all in on customization this year. It's clear to see at the financial service corporation's fan experience center, which features a tennis ball personalization station. Plus, American Express card members can visit a hat patch bar-which adds custom patches to U.S. Open hats bought on-site-and trade out their shoelaces for new laces made with the color, pattern, and charm of their choosing. Ralph Lauren, the U.S. Open's official outfitter, is also selling create-your-own shirts, hoodies, and hats at the tournament.
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