Brand activations are marketing campaigns designed by companies to interact directly with the target audience to create a relationship with them and thereby increase brand awareness.
The US Open is viewed by its sponsors as an opportunity to boost their visibility as a huge number of people attend the showpiece event every year.
So, let’s take a look at some of the intriguing brand activations carried out by the following US Open sponsors for its 2024 edition.
Also read: US Open Sponsors 2024
American Express (Amex)
This summer, American Express debuted a tennis-inspired, limited-edition Van Leeuwen ice cream flavour called “Match Point Mint Chip x Amex”. The green mint chip with blue frosting swirl ice cream is to be made available for purchase at the 23 Van Leeuwen scoop shops across New York City from August 26 until the stock lasts.
American Express has also pledged to welcome its cardholders and tennis fans to the 2024 US Open with a wide range of perks and experiences, which include TopSpin 2K25 gaming stations and create-your-own Ralph Lauren merchandise in the American Express Card Member Lounge among other initiatives. The US Open American Express Fan Experience and Card Member Lounge is to remain open during the US Open Fan Week, from August 19 to 25.
IHG Hotels and Resorts
IHG Hotels and Resorts sponsored the “Mixed Madness” event as part of the fan’s week at the US Open. The matches happened in one night only, with four dynamic pairings taking part in the mixed doubles event.
Naomi Osaka and Nick Kyrgios, Amanda Anisimova and Taylor Fritz, Coco Gauff and Ben Shelton, and Paula Badosa and Stefanos Tsitsipas competed for the title. With a final score of 6-4 against Anisimova and Fritz, Badosa and Tsitsipas took home the trophy.
Maestro Dobel
As the official tequila of the 2024 US Open, Maestro Dobel is to have an enhanced presence at the tournament. Maestro Dobel is sponsoring the “Flavours of the Open” ticketed food and beverage event and aims to bring the best of Mexican cuisine and cocktails with the opening of the Dobel Tequila Club, a new bar and restaurant which is to serve featured Dobel drinks paired with classic Mexican dishes.
Maestro Dobel also has a full-service Dobel Tequila Bar at Stadium 17 and is to serve its signature cocktail at four carts located across the tournament’s grounds.
Cadillac
This year, tennis fans have been invited to an event at the Cadillac Experience located just outside Arthur Ashe Stadium, having the opportunity to explore an exclusive capsule collection of custom sneakers designed by SURGEON and inspired by the collection of Cadillac EVs. Guests can also check out the new all-electric 2025 OPTIQ and register for a chance to win a trip to SRGN STUDIOS in LA to design their own custom sneakers.
Marvel Meet and Greet
The all-new collaboration between the United States Tennis Association (USTA) and Marvel is highlighted with an original comic book featuring the world’s biggest tennis stars alongside the Avengers, with 15,000 copies to be given away for free during the US Open Fan Week at the USTA Billie Jean King Centre.
The comic book is set at the US Open with the storyline based on this year’s theme, “Celebrating the Power of Tennis”, featuring the likes of Naomi Osaka, Carlos Alcaraz, Iga Swiaték, Frances Tiafoe, Jessica Pegula, Taylor Fritz, Aryna Sabalenka, Ben Shelton, Sloane Stephens, and Nick Kyrgios alongside some of Marvel’s most iconic characters.
Aperol
Aperol is to once again bring a slice of Italian culture to the world of tennis at the US Open with an experience to compliment cocktail sipping. The Aperol Spritz Bar is an indoor-outdoor patio space located near the main entrance to Arthur Ashe Stadium. It is to serve Aperitivo boxes with snacks along with the Aperol Spritz.
An authentic Italian Ape Truck is also to be set up near Court 5 alongside two additional Aperol Bar Carts, one stationed inside Arthur Ashe Stadium and the other just outside of the Food Village.
Aperol is also the partner for the Finals Fan Fest on September 7 and 8, during which the brand will introduce an apparel collection inspired by tennis and racquet aesthetics.
Moët & Chandon
Moët & Chandon is to be present at several locations at the USTA Billie Jean King Tennis Center, its champagne made available at the exclusive Moët & Chandon Clubhouse bar which is accessible to all US Open attendees. Limited-edition Moët & Chandon/US Open gold goblets are also to be made available with select purchases of Moët & Chandon champagne.
Heineken
Heineken is going to introduce a new smart packaging at the US Open this year to promote its non-alcoholic beverage. The new packaging, temporarily changing the “0.0” into “L0ve.L0ve” on the customised cans curated for the US Open, is intended not just for promotion of non-alcoholic beverages but also to drink responsibly when watching the matches.
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