US Open Tennis Tournament Sets New Standard for Brand Partnerships

The US Open tennis tournament has become a model for brand partnerships in sports events. This year's event, which runs from August 23 to September 13, features five new partners and sees existing ones stepping up their game.

Deanne Pownall, managing director of corporate partnerships at the U.S. Tennis Association, said that the goal is to make the US Open better for all stakeholders: players, fans, and partners. She noted that partners are always looking for ways to improve the fan experience.

Chase, a 45-year partner, returns with free charging stations for fans, which works hand-in-hand with AT&T's Wi-Fi sponsorship. American Express hosts an immersive gaming experience for all fans, while Oura offers a recovery experience, including branded cooling stations and chances to win an Oura Ring 5.

Cadillac gives fans complimentary parking in select official lots if they drive a Cadillac. The US Open is also expanding its ground game with activations throughout New York City, including a branded ice cream truck and a free US Open Experience at Hudson Yards from August 30 to September 5.