The US Open is a two-week event where the top men’s and women’s tennis players compete on one of the sport’s highest-profile stages in New York City.
As the tournament’s reach grows, so does brand interest. This year, the US Open and USTA have 30 official brand sponsors, up over 40% since last year.
Not only are the numbers up, but partnerships are becoming more ambitious. Brands are using the US Open tournament to announce limited-edition products, partner with athletes, and offer on-site experiences. But the opportunity goes beyond short-term visibility, giving brands a chance to turn a cultural moment into long-term growth.
These are 10 collaborations we’re watching throughout this year’s US Open.
1. Cadillac x Sporty & Rich
Cadillac has been the official vehicle sponsor of the US Open for several years. Now the luxury automaker is moving into a new lane with a capsule collection created with fashion brand Sporty & Rich.
The Cadillac Racquet Club collection includes tennis-inspired tees, shorts, sweatshirts, and accessories that reflect Emily Oberg’s vintage athletic aesthetic. Cadillac can reach younger, fashion-focused tennis fans, while Sporty & Rich has an opportunity to showcase a growing brand on a global stage.
2. Ralph Lauren
Since 2005, Ralph Lauren has been the US Open’s official outfitter, so the brand isn’t a new name seen on the court or around the tournament grounds. For 2026, the iconic clothing brand released a new collection that taps into the recent popularity of “tenniscore,” a look that still shows up frequently in the athleisure landscape.
The collection includes ‘90s-inspired sportswear, polos, accessories, and outerwear, including a souvenir jacket embroidered with a map of New York City’s five boroughs. The range allows Ralph Lauren to connect with longtime tennis enthusiasts and first-time fans drawn to today’s broader athleisure trend.
3. Lacoste x The Plaza
Lacoste is closely associated with tennis, despite not being an official US Open sponsor. That hasn’t stopped the brand from moving into the spotlight through a strategic partnership with one of the city’s most iconic hotels.
The Plaza is hosting Club Lacoste through September 6, 2026. The experience includes afternoon tea in The Palm Court, branded details throughout the hotel, and co-branded merch.
For Lacoste, the partnership helps capture the energy from the tournament outside the USTA grounds. For The Plaza, Club Lacoste is a timely way to market the hotel to tennis and fashion fans toward the tail end of summer.
4. Heineken x Serena Williams
Tennis legend Serena Williams is looking back at her six US Open women’s singles titles through a new collaboration with Heineken 0.0, the popular beer brand’s non-alcoholic offering. Heineken created six limited-edition cans, each inspired by the official ticket designs from her six title runs.
The campaign builds on Williams’ broader partnership with Heineken 0.0, which began in April 2026. Serena has a clear connection to tennis, and the product gives fans a non-alcoholic option for the tournament’s social events.
5. Oura with Coco Gauff and Taylor Fritz
Oura is partnering with two of tennis’ biggest stars, Coco Gauff and Taylor Fritz, after becoming the US Open’s official wearable device partner. The athletes are helping Oura show how data can track sleep, travel, and recovery stats during a demanding schedule. Fans can also interact with Oura in person at Court 5, which has a cooling station, heat checks, and promotional giveaways.
The company has already sold over 5.5 million rings, with women accounting for 59% of its customers. Gauff helps the brand continue to connect with female fans, while Fritz gives Oura more exposure in men’s tennis.
6. Lavazza
For the 2026 US Open, Lavazza is turning its longtime partnership with the tennis tournament into an opportunity to showcase a new product, Tablì. Along with its other on-site fan experiences, the Italian coffee producer is doing live demos of its new single-serve coffee system.
Lavazza’s new product is showing up across the tournament experience, from samples and demos to the American Express lounge and Hospitality Overlook. Its single-serve coffee tabs are made exclusively from coffee, moving away from plastic or aluminum capsules.
The brand is also showing up around the tournament and in select Eataly locations around the New York City area with Caffè Emiliano, a cherry, cocoa, and mascarpone foam cold brew that’s the brand’s signature drink for 2026.
Together, these experiences give fans new ways to interact with the brand and build cultural relevance while turning product awareness into ongoing sales.
7. Chase x Dairy Boy
Chase is leaning into the popularity of tennis fashion in recent years through a partnership with Dairy Boy, the lifestyle brand from Paige Lorenze. In the first few days of the 2026 US Open, Chase cardholders got early access to Dairy Boy’s DB Sport pop-up, along with a DB Sport tennis ball when they bought merch.
Dairy Boy has a large following across social, which gave Chase a direct connection to younger customers. It was also a forward-thinking move for Dairy Boy, gaining visibility at one of the highest-profile events in sports through a major financial partner.
8. Dove
Dove is “The Official Underarm Sponsor” of the tournament and is leaning into that narrative with both digital and live campaigns.
At the US Open, Dove is giving away samples and creating interactive live fan experiences, like photo moments and the Dove Re[set] Club, where visitors can freshen up while taking a break from the heat.
The sponsorship also taps into Dove’s Body Confident Sport program, which aims to help young girls stay active while feeling confident. This campaign continues to put Dove’s products in front of more customers, while strengthening a narrative it has spent years developing.
9. American Express
American Express is one of the largest US Open sponsors, with a presence that extends from the tournament grounds to the official app.
Fans can visit the American Express Fan Experience in person, which has product giveaways, hands-on experiences, and a lounge for cardholders. Members can also use the official app to register for benefits and unique member experiences, while some card members receive free radios and statement credits on qualified spending.
The broader experience is available to anyone attending the US Open event. The collaboration allows American Express to turn a two-week event into a longer-term brand activation that can build awareness and brand loyalty.
10. Gwoop x US Open
The US Open is trying to reach younger fans with a growing lineup of digital collaborations. For 2026, this includes partnerships with Fortnite, Roblox, and the educational gaming platform Gwoop.
Launched on Friday, August 21, 2026, US Open Serve Speed is a browser-based classroom game that students can play at school or at home. Gwoop gives the US Open a way to introduce tennis to an audience that might not be watching traditional broadcasts.
Turn Cultural Moments Into Sustained Attention
The US Open gives more brands a chance to take the world stage. The real opportunity is using that visibility to stay relevant to the audiences you’re trying to reach, long after the last match.
Successful collaborations aren’t always obvious at first glance. Some partnerships work best because each side brings something unique, opening the door for both partners to stay relevant with their customers while reaching new ones.
Extending reach begins with shaping a story worth telling that feels relevant in the moment. Partner with Avenue Z to strengthen your brand positioning by tapping into what’s relevant right now and turning that attention into a catalyst for long-term growth.
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