For us, the biggest story of the 2025 US Open isn’t happening on the court. It’s unfolding in the stands, on the screens, and within the culture surrounding the event. For years, brands have adhered to the same sponsorship rulebook, but what we witnessed in Flushing Meadows is the blueprint for a new era.

The smartest brands have become the architects of a complete fan experience: an immersive world where building an amazing brand and driving real business results go hand in hand. This is a change we’re incredibly excited about, and it’s based on some key shifts.

More than an event
The most powerful brands at the Open are not necessarily those making the most noise. Instead, they’re the ones quietly shaping the fan experience at every opportunity by hosting events in addition to advertising at them.

Take the Grey Goose Honey Deuce, for example. What on the surface appears to be just a cocktail has evolved into a shared ritual among US Open fans. The skewer of honeydew melon balls – simple yet instantly recognisable – has become the tournament’s must-have accessory, flooding social feeds and driving huge on-site sales.

From a brand-building perspective, this is where cultural resonance really shows. Searches surged for Honey Deuce alongside US Open tennis, cementing it as part of the tournament’s identity. Wimbledon’s classic pairings of strawberries and cream and Pimm’s also spikes in search (the former up +1700%, the latter achieving an increase of more than 5000% year-on-year). Nevertheless, the relatively recent addition of the Honey Deuce cut through with far greater intensity, drawing almost twice the global interest of strawberries and cream and nearly triple that of the Pimm’s Cup.

Considering that Wimbledon’s pairings have been shorthand for summer sport for decades, the fact that the Honey Deuce now commands more attention is telling. Compared to last year, searches have increased four-fold, proof of how quickly a sponsor-created ideal can scale into a cultural phenomenon.

It’s the same with Ralph Lauren, which has curated the event’s entire visual identity for two decades. Their preppy aesthetic not only looks good but also justifies the premium price point for every piece of merchandise. Moreover, brands like JPMorgan Chase and American Express provide an oasis of exclusive lounges for their customers. While these may seem like nice perk for fans, they are actually a strategic business move that fosters loyalty and gives high-value customers a tangible reason to stick around.

Such an understated, helpful presence builds mental availability. By repeatedly addressing the needs of fans (be it something such a comfortable seat or a phone charger), these brands create subconscious memory structures. They aren’t directly pushing a sale; they’re focusing on being useful and fostering a sense of familiarity and trust. Months later, when the same fans think about getting a new credit card or opening a new account, which brand will spring to mind first? Most likely, the one that had been there for them.

The most effective brand activations feel less like traditional marketing and more like an integral part of the overall experience. The question brands must ask themselves is: how can we move beyond merely talking to our audience and start taking action that improves their experience?

Athletes are cultural guides
The old model of athletes as simple endorsers is fading. Today, we recognise them as authentic representatives of various cultures and communities.

The purpose of any partnership has shifted from placing a logo on a shirt to establishing a deeper, strategic alignment of values. An excellent example of this could be seen at this year’s US Open when Naomi Osaka’s embraced the Labubu toy trend, transcending celebrity endorsement of a cool product and demonstrating genuine cultural understanding. The world of Pop Mart toys is a multi-billion-dollar ecosystem, and by expressing her passion for it, Osaka positioned herself as a credible link to that world. For any brand looking to connect with this enthusiastic community, she is an invaluable partner.

Brands must stop pursuing generic reach and begin to seek real-life connections. The question is now “Who can provide a credible voice within the culture we want to be a part of?”

Where will the real game be won? Some final thoughts …
As major brands establish their own spaces and partner with cultural influencers, where does that leave everyone else? Well, it presents a choice. In a crowded and sophisticated market, we believe that the most exciting innovation occurs when brands carve out a specific role for themselves.

Two pathways are emerging.

(1) Be unapologetically different. Look at Dove, for example. By claiming the title of “Official Underarm Sponsor” at the 2025 US Open, they cut through the noise of a saturated sponsorship market and found a niche that felt entirely their own. Their approach stood out because it was unexpected – and perfectly on-brand.

(2) Become indispensable. IBM exemplifies this strategy by not trying to be too trendy or fashionable. Instead, it positions itself as the essential, intelligent engine of the tournament. Its AI-powered stats are a utility that makes the fan experience better, proving their expertise without having to shout about it.

A huge emotional and commercial opportunity exists for brands that embrace the journey of the underdog. Imagine brands built on grit, e.g. a challenger bank or upstart tech company, telling the inspiring story of a qualifier’s incredible journey. Far from being seen as a charity case, this is a smart strategy to connect with an audience that values resilience and determination over status.

Ultimately, the 2025 US Open has taught us that the future of brand engagement isn’t about having the loudest voice but about understanding the evolving landscape. The successful brands will be those that construct compelling experiences and earn their place by providing real value while uncovering the human stories that resonate far beyond the final outcome. That’s the game that’s truly worth winning.

If you’d like to elevate your brand and join the cultural conversation, why not reach out to us today?