Top Brands Take Advantage of Event's Visibility

The US Open, the last Grand Slam of the tennis calendar, has become a coveted money-making opportunity for the world's top brands, in everything from banking to ice cream, generating hundreds of millions of dollars.

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In 2024, the event run by the United States Tennis Association (USTA) posted revenue of US$560 million (S$718 million), a record for a tennis tournament and more than double the figure from 10 years before.

Ticket sales are the USTA's primary source of income, but broadcast rights could soon surpass that, with a new 12-year contract with Disney's ESPN worth more than US$2 billion coming into effect in 2026.

For consumer brands, "the US Open is arguably the most visible tennis tournament and it's also taking place in a city that's known for fashion and trends", said Patrick Rishe, a professor of sports business at Washington University in St Louis.

The two-week event — attended by a constellation of stars from actors to sports icons — is especially key for athletic wear and gear makers, as well as regular fashion labels, "to make a splash, because it's a global stage", he explained.