2026年美网：24个球场边品牌活动激活案例盘点

IHG brought back its signature cocktail: the Watermelon Slice, made with Moët & Chandon, watermelon juice, elderflower liqueur, and lime served in a collectible, tennis ball-shaped cup.Photo: Courtesy of IHG Hotels & Resorts

NEW YORK—The 2026 US Open finals ended in glory—and a $5.5 million payday—for Alexander Zverev of Germany and Elena Rybakina of Kazakhstan. The world No. 1-ranked champions each took home the largest singles prize in tournament history, part of a record $108 million total compensation pool.

The scale of the tournament was record-breaking in more ways than one. The USTA has yet to release official attendance figures, but the 145th edition was expected to draw more than 1.2 million fans across its two-week run (up from 1 million last year), as tennis continues its six-year streak of growth in the U.S., according to the USTA.

And the tournament’s physical footprint is growing right along with it. Arthur Ashe Stadium is in the midst of a multiyear, $800 million renovation, with phase two work completed in time for this year’s tournament. Structural reinforcements, an expanded courtside-level bowl with 2,000 new seats, and a 40% increase in promenade-level concourse space were all ready for 2026. The grand finale of the overhaul, a new grand entrance design and all, is slated for completion by the 2027 US Open.

But the big numbers only tell part of the story. Beyond American Grand Slam finalist Ben Shelton—whose 149-mph serve clocked in as the tournament’s fastest—there were plenty of brands serving big... event inspiration, that is. Food Village got an upscale refresh, Lacoste turned tennis into a sweet treat, IBM put its high-tech capabilities on center court (figuratively speaking), and IHG handed out what quickly became one of the tournament’s most coveted courtside accessories.

And that’s just the start. Here, BizBash rounds up 24 of the fan experiences, experiential moments, pop-ups, events, and other activations that caught our eye at this year’s Open.

USTA’s Food Village

The United States Tennis Association’s hospitality partner, Levy, served up an expansive—and notably upscale—culinary lineup at the 2026 US Open, much of it concentrated in the Food Village.

New to the grounds this year was Salt Hank’s, the popular French Dip shop from chef Henry “Salt Hank” Laporte. The menu was intentionally one-note in the best way: signature French Dip sandwiches piled with thinly sliced prime rib, served with a side of jus for dunking. Mediterranean street food hotspot Miznon also joined the Food Village lineup for the first time. Photo: Courtesy of the USTA

Iron Chef Alex Guarnaschelli returned to the Billie Jean King National Tennis Center for a sixth year, bringing the flavors of her Mediterranean bistro, Fare, to the second-floor, open-air perch of Fountain Plaza. Photo: Courtesy of the USTA

For the third consecutive year, one of the Open’s most coveted bites came with a serious dose of luxury: COQODAQ’s chicken nuggets topped with a heaping spoonful of caviar. The $100 “Golden Set” came six pieces to an order, complete with caviar (of course), crème fraîche, diced chives, and a pearl spoon. Photo: Courtesy of the USTA

American Express Fan Experience

The first week of the US Open is Fan Week, and for more than 30 years, American Express has been at the heart of the week-long experience. This year, its fan experience invited all attendees to get in on the action through a lineup of interactive touchpoints. Photo: Emma Fishman for American Express

The main attraction was Tennis Rhythm Rally, an interactive game that put a tennis spin on a Dance Dance Revolution-type arcade game. Up to seven guests could pick up a racquet-like controller and compete simultaneously in a fast-paced virtual tennis challenge. Photo: AP Images; Angelina Katsanis for American Express

AmEx’s year-round Shop Small initiative also came to life at the fan experience, with snacks from local eateries giving fans a taste of the neighborhood businesses the program encourages card members to discover and support. Photo: Emma Fishman for American Express

A phone chain and charm station had fans curating custom, tennis-inspired phone accessories. AmEx card members received an exclusive additional charm. Photo: Emma Fishman for American Express

Throughout the US Open grounds, five AmEx-branded kiosks handed out complimentary radios and portable fans to all card members. Photo: Emma Fishman for American Express

AmEx’s Card Member & Centurion Lounges

Throughout the rest of the US Open, AmEx also operated a Card Member Lounge and The Centurion Lounge, an elevated hospitality experience exclusively for Platinum and Centurion Members. At The Centurion Lounge, guests could reserve one-hour culinary experiences through Resy, featuring chefs Kwame Onwuachi and Mike Solomonov of the Culinary Collective. Photo: AP Images; Angelina Katsanis for American Express

Chef Onwuachi’s US Open dishes included a truffle wagyu chopped cheese, crushed cucumber salad, and a bodega brownie, all inspired by the menu at his Lincoln Center restaurant, Tatiana. Chef Solomonov, meanwhile, leaned into his Israeli roots with hummus and risotto-style couscous dishes that are hits at his Israeli pita chain, Miznon. Photo: AP Images; Angelina Katsanis for American Express

Inside the Card Member Lounge, open to all AmEx card members and one guest, a postcard station featured a curated selection of US Open-exclusive designs. Fans could send a complimentary, handwritten postcard anywhere in the world (or keep one as a tournament memento). Photo: Emma Fishman for American Express

lululemon’s Home Court US Open Kickoff Dinner

To kick off the US Open, lululemon tapped tennis star Frances Tiafoe and chef Jon Gray to host an intimate “Home Court” dinner at West Chelsea event venue STORIED NYC. Photo: Ye Fan

The space was awash in red, with scalloped draping evoking the bounce of a tennis ball. Around the table, athletes from across sports mingled with tastemakers from the worlds of fashion, food, and New York culture. Photo: Yvonne Tnt & Benicia King, BFA

Lacoste’s Plaza Hotel Takeover

Lacoste was back in play at The Plaza Hotel’s famed Palm Court, transforming the iconic space into Le Café Lacoste. Inspired by French café culture, the Aug. 12-Sept. 6 takeover reimagined the traditional afternoon tea with tennis- and Lacoste-themed touches: custom pastries stamped with the brand’s iconic alligator, bright-green treats resembling tennis balls, and a cake shaped like a folded polo shirt. Photo: Courtesy of The Plaza, A Fairmont Hotel

The beverage menu got a tennis-inspired makeover too, with a curated selection of “c(r)ocktails,” including some garnished with melon balls as a playful nod to the Honey Deuce. Photo: Courtesy of The Plaza, A Fairmont Hotel

Grey Goose’s Last Serve Bar

Grand Central got a taste of the US Open when Grey Goose Vodka once again brought the energy of the tournament beyond the grounds with its Last Serve Bar. The two-day pop-up was hosted within Grand Central Terminal’s Vanderbilt Hall on Sept. 2-3. Photo: Courtesy of Grey Goose

Commuters were treated to miniature Honey Deuces, the US Open’s signature cocktail, which generated a whopping $17 million in gross revenue during last year’s tournament. More than 5,000 mini versions were handed out at the Last Serve Bar, including some served by American tennis star and Grey Goose ambassador Frances Tiafoe himself. Photo: Courtesy of Grey Goose

Returning for its second year, the Last Serve Bar paired cocktails with a Grey Goose-branded lounge that welcomed approximately 8,000 tennis fans over two days. Flat-screen TVs streamed live matches, while tennis-themed photo ops, copies of The Goose Gazette, and ample seating gave commuters a reason to linger. Photo: Courtesy of Grey Goose

Grey Goose’s Suite

Though much of Arthur Ashe Stadium remains under renovation, two new luxury suite levels were open for business in time for this year’s Open, with many occupied by the tournament’s key sponsors. That included Grey Goose, of course, which was celebrating its 20th year partnering with the tournament. Most notably, Grey Goose’s presence comes in the form of a Honey Deuce, a cocktail of vodka, lemonade, and raspberry liqueur garnished with honeydew melon balls shaped like tennis balls. These days, many of the stadium’s bars serve them pre-mixed and on tap for $23. But Grey Goose’s suite took a more elevated approach, mixing each cocktail fresh to order. Photo: Courtesy of Grey Goose

Guests at the suite enjoyed a premium view of the court via on-theme couch seating. Photo: Courtesy of Grey Goose

IBM at Madison Square Park

IBM brought its own US Open fan experience to Madison Square Park for four days, just across the street from its One Madison Avenue flagship office. Attendance was expected to top 500,000, said IBM chief brand and communications officer Sarah Meron—roughly matching the turnout for last year’s inaugural “AI Sports Club” pop-up. Photo: Courtesy of IBM

“One of our biggest takeaways from last year’s activation was that people are eager to engage with technology when it’s presented in a fun, accessible and interactive way,” Meron said. That thinking was on full display, with AI touchpoints woven throughout the experience.

At the serve-speed simulator (pictured), for example, visitors could test their speed and accuracy against professional players. There were also AI-enabled ping-pong tables that tracked skills, and a techy photo booth that used digital backgrounds to place fans in iconic US Open settings. Photo: Courtesy of IBM

The spirit of this US Open activation was “come one, come all.” There was no defined audience, per se, Meron said. Rather, “as a B2B company, we don’t have consumer products sitting on store shelves, so experiences like this help us showcase what IBM actually does to a large audience.” Photo: Courtesy of IBM

Chase Lounge

Throughout Fan Week, Chase brought a New York City bodega-inspired experience to its activation space. New for Chase’s 2026 presence was the Chase Market, where scratch-off tickets revealed a mix of giveaways and prizes. Photo: Courtesy of JPMorganChase

Elsewhere, a US Open magazine cover photo op let fans step into their own tennis-themed photoshoot. Each participant received a digital version of their personalized cover, ready to share on social media. Photo: Courtesy of JPMorganChase

Once Fan Week wrapped, Chase customers gained exclusive access to the Chase Lounge, with reservations available through the “Chase Gets You Closer” platform, subject to availability. New to the space this year was a matcha bar serving classic matcha lattes, iced blueberry matcha lattes, and matcha popsicles during evening sessions.

Outside the lounge, Chase also offered 29 mobile charging stations throughout the US Open grounds, with complimentary rentals available to all fans. Photo: Courtesy of JPMorganChase

Waldorf Astoria’s Racquet Club

The Waldorf Astoria New York served up a tennis court where you’d least expect one: in its 12,000-square-foot Grand Ballroom. On Aug. 27, the space was transformed to house a full-scale professional tennis court for the debut of the Waldorf Astoria Racquet Club: Ballroom Tennis Invitational, featuring live matches between Ben Shelton (pictured) and Tommy Paul, and Maria Sakkari and Leylah Fernandez, with Andy Roddick on hand as emcee. Photo: Kevin Mazur/Getty Images

The hotel said that Ballroom Tennis "demonstrates how iconic spaces can be transformed into immersive environments that drive engagement and storytelling for one-of-a-kind events.” Photo: Kevin Mazur/Getty Images

Tennis touches were everywhere, including this eye-catching photo op. Photo: Kevin Mazur/Getty Images

Vital Proteins’ On-Site Booth

In its second year as the US Open’s official collagen partner, Vital Proteins brought its brand to the Tennis Center grounds with a dedicated booth. During the Mixed Doubles Championship alone, where it also served as presenting sponsor, the brand handed out more than 70,000 sample stick packs of its collagen peptides powder. Photo: Courtesy of Vital Proteins

The Collagen Court Challenge put a tennis twist on the brand’s sampling strategy, testing fans’ reflexes and hand-eye coordination with an interactive stick-pack game—and offering prizes for those who could keep up. Photo: Courtesy of Vital Proteins

“Get your skin in the game”—Vital Proteins used this rallying cry to drive fans to its activation, with everyone who participated entered for a chance to score seat upgrades during the Mixed Doubles Championship. Photo: Courtesy of Vital Proteins

The Pros Serve at Benjamin Royal Sonesta Hotel

The Benjamin Royal Sonesta Hotel brought some star power to the property with The Pros Serve, its annual US Open event at its signature restaurant, The Parliament. Tennis pros Elena Rybakina, Matteo Arnaldi, and Karen Khachanov (pictured) went head-to-head in an ice cream sundae-making showdown.

The athlete-created treats then landed on The Parliament’s dessert menu the following day, extending the hotel’s US Open celebration. Photo: Gabi Porter for The Benjamin Royal Sonesta

IHG Hotels & Resorts’ Racquet Bar

Now in its eighth year as the US Open’s official hotel and hotel loyalty partner, IHG Hotels & Resorts returned with an on-site Racquet Club, open to all tournament ticketholders, created in partnership with longtime experiential partner BMF. New this year was the IHG Racquet Cruiser, giving fans the chance to scan a QR code at the bar for a seat on a complimentary, branded motorcoach back to Manhattan after the day’s matches. Photo: Courtesy of IHG Hotels & Resorts

A photo-ready corner of the Racquet Club put a playful spin on an elevated dinner table setting, with tennis balls and racquets spilling from ornate silver tableware. Photo: Courtesy of IHG Hotels & Resorts

IHG also hosted an exclusive branded hospitality suite, where friends of the brand took in premium court views alongside gourmet bites. Among the VIPs spotted in the suite: actors Paul Wesley and Lucien Laviscount. Photo: Courtesy of IHG Hotels & Resorts

For the second year, IHG brought back its signature cocktail: the Watermelon Slice, made with Moët & Chandon, watermelon juice, elderflower liqueur, and lime served in a collectible, tennis ball-shaped cup. The $39 beverage served as a stylish competitor to the iconic Honey Deuce. Photo: Courtesy of IHG Hotels & Resorts

IHG handed out what quickly became a coveted courtside accessory: a miniature umbrella that suctioned onto the back of guests’ phones, providing a much-needed shield from the sun—and helping them nail the perfect photo. Photo: Courtesy of IHG Hotels & Resorts

Peloton’s First-Time Partnership

For the first time, Peloton served as the US Open’s official equipment partner, marking the occasion with a tennis-themed takeover of its flagship Hudson Yards studio. The activation featured exclusive merchandise and live watch parties. Photo: Courtesy of Peloton

Peloton outfitted an indoor warm-up area inside Arthur Ashe Stadium with Bike+ and Tread+ units. Photo: Louie Lu

Dove's The Re[set] Club

Dove placed a dedicated refresh station on US Open grounds dubbed The Re[set] Club, where fans could cool down, touch up, and get match-ready with the brand's Advanced Care product lineup. And to extend its reach beyond the USTA Billie Jean King National Tennis Center, during the Women's Final round, Dove opened $10,000 tabs at 10 women-owned sports bars across the country, inspiring fans to come together and celebrate women's sports over complementary food and drink. Photo: Tyrell Hampton

Park Terrace Hotel’s "Game. Set. SPIN." Celebration

On Aug. 27, BRANCH, the private members and guests lounge on the sixth floor of the Park Terrace Hotel, played host to “Game. Set. SPIN.,” a US Open celebration held in partnership with ping-pong social club SPIN. American tennis star Martin Damm Jr. (pictured right) and French player Giovanni Mpetshi Perricard (left) traded their tennis racquets for ping pong paddles—and then cut the cake. Photo: Gabi Porter for Park Terrace Hotel/BRANCH

The evening featured plenty of tennis-themed foods and beverages, including these macaroons posing as tennis balls.

The event, an annual affair for the hotel, complemented Park Terrace Hotel’s “Taste of Tennis: The Park Terrace Hotel Experience,” an exclusive US Open-inspired offering featuring luxury accommodations overlooking Bryant Park, behind-the-scenes access to top players, and VIP event experiences. Photo: Gabi Porter for Park Terrace Hotel/BRANCH

InterContinental New York Barclay’s Exclusive Experiences

IHG’s InterContinental New York Barclay got in on the US Open action with two tennis-themed hotel packages, including the one-time, ultra-luxe Ace Experience. Priced from $7,500, the splurge-worthy package included a stay in the hotel’s luxurious Lexington Suite, two US Open Grounds passes for third-round matches on Sept. 5, and private round-trip transportation to and from the USTA Billie Jean King National Tennis Center. Photo: Courtesy of InterContinental New York Barclay

For a more accessible way to get in the game, the hotel also offered its “Game, Set, Match” package for stays Aug. 24-Sept. 13, subject to availability. The package brought the tournament into the guest room with tennis-inspired amenities, including exclusive swag and a make-your-own Honey Deuce cocktail kit. Photo: Courtesy of InterContinental New York Barclay

Thompson Central Park’s Opening Serve Event

Thompson Central Park teamed up with Baileys and online sports apparel retailer Epic Worldwide to host Opening Serve, an invite-only tennis clubhouse on Aug. 27. Baileys anchored the space with a bar, which also marked the debut of a US Open-themed menu also dubbed Opening Serve at Parker’s, the hotel’s lobby restaurant and bar. Photo: Leandro Justen

Tennis stars Mirra Andreeva, Sorana Cirstea, and Rafa Jodar (pictured) joined the festivities, trading the tennis court for the ping pong table. Photo: Leandro Justen

Cadillac Suite

As the official vehicle of the US Open, Cadillac curated an all-star lineup of celebrities and tastemakers for its exclusive VIP suite at Arthur Ashe Stadium.

Notable guests included Dancing with the Stars pro Hailey Bills and Sarah Jane Nader, fresh off their announcement as the second-ever all-female pairing in DWTS history for the show's 35th season. Photo: Yvonne Tnt, BFA

Also in attendance throughout the tournament: Constance Wu, Jack Falahee, Jordyn James, Natalia Bryant, and Estelle, pictured with one of the models in Cadillac’s growing electric lineup. Photo: Yvonne Tnt, BFA

The eos Smooth Set: Ayan's Aces Tennis Clinics

Former tennis pro and NAACP champion Ayan Broomfield teamed up with eos to put access and representation front and center with a tennis clinic aimed at breaking down the barriers of cost, access, and representation that can keep many communities—especially women of color—off the court. Photo: Courtesy of eos

One hundred women of color were invited to spend the day on the court, learning from tennis pros, including Broomfield herself, before taking part in open play, networking, and eos product discovery. Photo: Courtesy of eos

Pickleball with the Pros at Hyatt Regency Times Square

The Hyatt Regency Times Square celebrated the US Open with the return of its Pickleball with the Pros event on Aug. 26. The 795-room hotel transformed its outdoor porte cochere into a regulation-size pickleball court, where top-ranked women’s tennis stars McCartney Kessler, Barbora Krejcikova, and Danielle Collins faced off in a life-size pop-up court. Photo: Gabi Porter for Hyatt Regency Times Square

Brunch with Tennis Channel

In a nod to Tennis Channel’s daily morning show, TC Live, the network hosted a brunch event at Hard Rock Cafe in Times Square throughout the US Open. Classic brunch favorites got a playful tennis makeover, including the “Birdie Break Point Chicken & Waffles,” “The Super Swing French Toast,” and “Rally Stack Pancakes.” Photo: Courtesy of Tennis Channel

Between bites, guests could view this “Racquets Through the Decades” display created in partnership with HEAD Penn. The exhibit took over the venue’s premier display case with vintage racquets and signed tennis memorabilia. Photo: Courtesy of Tennis Channel

Moët & Chandon’s Club de Tennis Bar

As the US Open’s official champagne, Moët & Chandon returned with its signature Club de Tennis Bar, bringing its bubbly lineup to the heart of Food Village. Guests could sip Moët & Chandon Impérial Brut, Nectar Impérial Rosé, and the Moët Mimosa while penning a postcard souvenir "from the US Open with love." Photo: Courtesy of Moët & Chandon

New this year was the “Moët Serve,” a cocktail of Moët Ice Impérial and fresh lime poured into a custom canister modeled after the iconic packaging of a tennis ball can. Photo: Courtesy of Moët & Chandon

Fresca’s “Served Hard” Interactive Billboard

Citrusy sparkling beverage brand Fresca brought its “Served Hard” campaign to the US Open to celebrate the launch of its new ready-to-drink cocktail. Beginning Aug. 27, the brand, with agency partner Inspira, took over Astor Place with an oversize interactive billboard. Photo: TSM Media

Grand Slam finalist Danielle Collins helped kick off the activation, firing tennis balls at the billboard while offering onlooking fans real-time tips on their own serves. Photo: TSM Media

About the Author

Senior Contributing Editor

Shannon Thaler Cherry is a contributing writer for Informa Connect's portfolio of meetings-focused brands, including BizBash, Corporate Event News, and TSNN. She has also worked as a business reporter for The New York Post and Daily Mail.