Campaign Chemistry Why brands such as Lavazza and Amex belong at the US Open
It’s “the most wonderful time of the year.”
In this episode of Campaign Chemistry, Campaign staffers Luz Corona and Leslie Blount explore the evolution of the US Open into a cultural and marketing phenomenon, highlighting how the event’s fan engagement, brand partnerships and on-site activations have turned it into a playground of creative marketing. This year, the tennis tournament celebrates the 75th anniversary of Althea Gibson, the first Black tennis player to compete at the US Open in 1950 (then called the U.S. National Championship), as her silhouette is the focal point of this year’s “breaking barriers” theme. Alongside the momentous occasion, the US Open continues to deliver the ultimate experience for tennis fans everywhere, seen in the increasing presence of brands including Lavazza, American Express and La Roche-Posay.
The team also identifies trends in major sporting tentpole events (e.g., the power of "FOMO") and the benefit of making these events accessible; this year’s US Open Fan Week shattered records and welcomed nearly 240,000 fans (for free) to the USTA Billie Jean King National Tennis Center before the tournament even began.
They also spotlight individual brand strategies and the impact of experiential marketing, partnerships with athletes and activations both inside and outside the stadium.
The sound bite
"It's all about FOMO and exclusivity."
The takeaways
- The US Open is a cultural phenomenon, as seen in its 2024 record-breaking attendance that saw over 1 million attendees.
- Tennis has become more mainstream, especially in fashion. FP Movement, a subsidiary of Free People, tapped into the trend years ago, quietly building a presence in the athleisure world.
- Financial brands such as Amex and JPMorganChase are consistently making sure they enhance experiences for their cardholders, as seen in their major footprints at the US Open and other sporting events.
- The atmosphere at the US Open is electric and family-friendly, furthering the potential of brand connection with younger generations.
- Brands are focusing on exclusivity and personalization through the power of tech, as seen in The American Express Fan Experience that offers personalized Wilson tennis balls and customized Polo Ralph Lauren merch.
- The evolution of tennis reflects broader industry trends including the power of fandom, cultural relevance, tech-enabled engagement and true authenticity.
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