Your Brand’s Match Point: Turn Experience into Advantage
Your Brand’s Match Point: Turn Experience into Advantage
A few weeks ago, I had the pleasure of attending the US Open for the very first time. As someone who’s always admired the sport, stepping into Arthur Ashe Stadium was a dream come true. And while the matches were thrilling, what struck me most was this: the US Open isn’t only about aces and match points, it’s about how brands show up to play.
From the moment I walked through the gates, it was clear: design, storytelling, and strategy were in full rally. Every sponsor activation wasn’t filler, it was part of the game plan, intentionally crafted to capture attention and deepen loyalty.
Top 3 Must-Do’s at the US Open:
🍹 Sip the Signature Honey Deuce
No trip is complete without the Grey Goose Honey Deuce, a mix of vodka, lemonade, raspberry liqueur, and honeydew melon (tennis) balls. In 2024 alone, more than 550,000 were sold.
👕 Score Exclusive Merch
From the limited-edition US Open x US Polo Association / Ralph Lauren tees to this year’s Polo Bear merch, the merch lines are almost as competitive as the matches themselves. Check out my cute shirt below!
👀 Watch a Match
Arthur Ashe Stadium may host the legends, but the outer courts offer raw, close-up excitement from juniors to doubles to wheelchair athletes where you see the next generation of champions emerge.
Why It Matters
The US Open proves that when brands serve up intentional experiences, the return is always advantage-you.
Some of the standout things American Express did in their Fan Experience Pavilion that my sister and I enjoyed:
🎾 Court POV: Fans can step onto a mini court, pick up a racquet, and create a video capturing their rally. It’s designed to be shareable, fun, and give folks that “I played” feel.
🎾 Refresh Station: Complementary cool-downs with things like dry shampoo, facial mist, sunscreen, hair ties etc. Realizing people might be hot and sweaty from a long day, they provided ways for them to stay fresh.
🎾 Glow Tennis: Turning play into a spectacle with a mixed-reality game. The visuals and interactive setup draw crowds and create Instagram-worthy moments.
🎾 Custom Tennis Ball: Allows fans to personalize their own keepsake. It's a branded item you’ll actually hold onto.
🎾 Card Member Lounge: With exclusive perks for AMEX cardholders only, Hat Patch Bar for creating custom patches, Lace-It-Up Station for styling / customizing laces / charms, and special tasting flights of signature drinks.
This isn’t sideline spending, it’s championship-level ROI. “The 2024 US Open Championships was estimated to generate $118.23 million in sponsorship revenue.” (BusinessWire)
Is Your Brand Ready to Play Center Court?
