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The U.S. Open is a pivotal match for the world’s finest tennis gamers to showcase their skills on the courtroom. However for main manufacturers: Gray Goose, Dobel Tequila, American Specific and Ralph Lauren, it serves as a high-stakes contest for visibility and affect amongst tennis followers.
The second followers step by the gates of the venue in Flushing Meadows, Queens, New York, they’re inundated with manufacturers which have turned the match into a robust life-style advertising and marketing stage, in accordance with Shawn French, founder and host of “The Determined Society” podcast.
The model activations surrounding New York’s famed Arthur Ash stadium present how the U.S. Open “has evolved into more than a tennis championship—it’s a luxury lifestyle platform where spirits, style, and sport collide to reach a global, high-spending audience,” French mentioned.
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Gray Goose’s famed Honey Deuce drink, which had $12.8 million in gross sales in 2024, and “has become as recognizable as the tennis itself,” in accordance with French. Gray Goose informed FOX Enterprise that it has been the official vodka of the U.S. Open for the previous 19 years. Final 12 months, over 556,000 Gray Goose Honey Deuces have been bought, a 23.5% enhance from 2023.
On the match this 12 months, Gray Goose has branded cocktail bars serving the drink in 4 places all through the venue. There are additionally a number of different carts positioned throughout the grounds that serve the Gray Goose Honey Deuce. For the primary time ever, Gray Goose launched a limited-time bar pop-up at Grand Central Terminal, too.
NEW YORK, NEW YORK – SEPTEMBER 02: Gray Goose Honey Deuce cocktails are served as Gray Goose toasts to the 2019 US Open at Arthur Ashe Stadium on September 02, 2019 in New York Metropolis. (Photograph by Monica Schipper/Getty Photographs for Gray Goose) (Monica Schipper/Getty Photographs for Gray Goose) / Getty Photographs)
In the meantime, Dobel Tequila mentioned it’s again for its third 12 months because the U.S. Open’s “official tequila.” It is usually the second 12 months in a row that the Dobel Tequila Membership, an elevated meals and beverage area, has been open.
This 12 months, the model partnered with José Andrés Group’s Mexican restaurant idea, Oyamel, to serve unique meals and cocktails. The menu options drinks such because the Ace Paloma, a mixture of Dobel tequila, grapefruit soda, and recent lime, in addition to the Marg-Aryna, and Fritzy Spicy Margarita, drinks the corporate named after tennis stars Taylor Fritz and Aryna Sabalenka, who’ve turn into model ambassadors. Sabalenka, particularly, has turn into identified for getting drinks for followers on the U.S. Open.
Like Gray Goose, the corporate is extending its model presence past the courtroom. This 12 months, shoppers also can get a free Dobel Tequila cocktail at native eating places or bars throughout the NYC metro space, barring some exemptions. At NYC metro space liquor shops, shoppers also can get $20 off the acquisition of sure bottles of Dobel Tequila.
In the meantime, Ralph Lauren holds a major presence because the official sponsor and clothes shop of the US Open, a job it has held since 2005. The model designs the uniforms for match workers and the ball crew. Nonetheless, it additionally has a handful of retailers on the occasion, permitting followers to buy the newest Polo Ralph Lauren US Open attire.
A DJ sporting the Dobel Tequila shirt on the firm’s US Open kickoff occasion in New York Metropolis. (Dobel Tequila)
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American Specific has been one of many match’s main sponsors for over three many years, boasting a major presence every year. Upon entry, followers are greeted with an immersive and interactive area with quite a lot of video games and actions, in accordance with the U.S. Open’s web site.
A shot of Dobel Tequila branded tennis balls. (Dobel Tequila )
Dove is claiming the title of the US Open’s “Official Underarm Sponsor.” The model launched a nationwide marketing campaign main as much as the match and is activating on-site with a sales space providing deodorant samples and photograph alternatives.
Model strategist Laura Burkemper, who spent twenty years serving to world manufacturers leverage main cultural moments, informed FOx Enterprise that the U.S. Open as some of the priceless platforms for manufacturers like Dobel, Gray Goose, and Ralph Lauren to fuse sport, life-style, and cultural cachet in a method few different occasions can.
Dove’s sales space on the 2025 US Open. Dove is the US Open’s Official Underarm Sponsor. (Dove)
“What ties these activations together is the ability to transcend product and insert the brand into the culture of the U.S. Open itself,” Burkemper mentioned. “Done well, sponsorship isn’t just about logo placement; it’s about creating rituals, traditions, experiences, and memories that fans want to repeat year after year. That’s what turns a two-week sporting event into a long-term brand equity driver.”
Dobel, Burkemper mentioned, exemplifies how “a challenger brand can punch above its weight.”
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“By tying cocktails directly to star players like Aryna Sabalenka and Taylor Fritz, Dobel isn’t just selling tequila—it’s selling a shared championship moment,” she mentioned, including that their “Drinks on Us” activation is a brilliant play because it extends past the stadium into bars and retailers throughout New York, letting tennis followers take part even when they are not going to the occasion.
A shot of the 2025 US Open American Specific Fan Expertise in New York. (American Specific)
“That’s the difference between a sponsorship and a fully integrated brand play,” she mentioned.
Burkemper echoed French saying that Gray Goose’s Honey Deuce has turn into as synonymous with the U.S. Open as strawberries and cream have turn into at Wimbledon.
