Another year, another US Open has absorbed all my attention in the waning days of the summer; however, this year they appear to have outdone themselves not only as a premier athletic event, but as an attention magnet for influencers, celebrities, and luxury brands at new levels. Maybe it is the tailwind of the Olympics? Maybe the social algorithms are more sophisticated than ever before?
Based on our Instagram feeds, this year’s Open is certaining giving last year’s 450,000 honey deuces sold a run for its money (over $9.9M to be exact). Over 26 brands are officially sponsoring (not counting athlete endorsement deals), and we are dyiiiiing to see what other celeb reactions get meme’d.
While blending the thrill of sport with the allure of high fashion and social prestige is nothing new, this event has become the must see and be seen event for the elite (and a crowd like never before). This year, more than ever, the US Open showed how it’s redefining the intersection of sports and culture, becoming a cultural phenomenon that stretches far beyond the blue courts of Flushing Meadows. It’s curation at its finest—bringing together the perfect mix of sport, celebrity, and luxury to create an event that’s as much about the spectacle as it is about the game.
This is thanks largely to influencers, who are reshaping how people experience and share the US Open. Take Morgan Riddle, for example—girlfriend of American tennis star Taylor Fritz. She’s been outspoken about the crucial role that WAGs (wives and girlfriends of athletes) play in boosting tennis’s popularity in the U.S., challenging the notion that women in sports should be overlooked. In a recent Glossy interview, she noted ““The fangirls are the ones who are making the memes, making the merch, blowing things up on social media, and making the viral TikToks about the drivers or the players” and she spot-on.
Paige Lorenze, Tommy Paul’s girlfriend, is another example. Through her viral “GWM (Get Ready With Me)” and lifestyle videos, Lorenze seamlessly weaves tennis into her content with the precision of a backhand slice in a fourth set tiebreak, making it a crucial part of her everyday life (and growing fortune). These influencers aren’t just bystanders; they’ve turned themselves into brand ambassadors and viral trendsetters, with the stands of Arthur Ashe Stadium doubling as a runway. Forbes has claimed that influencers on the fringes of sport can earn double the amount of similar-sized influencers, with an individual post banking between $30k and $60k.
This year, the surge of celebrities and influencers at the US Open is a rival to the upcoming New York Fashion Week, which underscores the event’s draw as a major cultural and social hub (New York Post). These high-profile appearances not only attract media attention, but also add a layer of exclusivity and glamor, solidifying the US Open’s status as the season’s top social event.
Luxury brands have been quick to capitalize on the US Open’s rising cultural cachet, using the event as a prime opportunity to engage with a discerning, influential audience. American Express and JPMorgan Chase, both longtime partners, have crafted experiences that go far beyond typical sponsorships, elevating the tournament’s already upscale vibe. American Express hosted “glow tennis” games and offered access to exclusive lounges, while JPMorgan Chase provided elite cardholders with opportunities to book courts or join tennis clinics. These experiences resonate with attendees long after the tournament ends. Meanwhile, brands like Grey Goose and Moët have leaned into the event’s social atmosphere by setting up stylish bars that serve up signature cocktails like the iconic Honey Deuce—turning every drink into an Instagram-worthy moment. The partnership between these brands and the US Open shows how strategic alliances can elevate both the event and the brands, creating a win-win situation.
The US Open is no longer just about tennis. It’s about being seen, making a statement, and celebrating the blend of sport, culture, and luxury. With the presence of influencers and celebrities, along with the active participation of high-end brands, the tournament has transformed into a cultural event that attracts not just tennis fans but a broader, lifestyle-oriented crowd.
It’s curation at its finest, where every detail—from the star-studded stands to the curated brand experiences—contributes to an atmosphere that’s as much about who you are and what you wear as it is about who’s winning on the court, with Social Media and influence culture playing as big a role as ever.