Sponsorship-Love: Top Brand Partnerships at the US Open
- June 14, 2023
- SponsorPulse Staff
Holding the cultural significance that it does, the US open is a phenomenal opportunity for sponsorship marketers to create long-lasting brand recognition and cultivate a positive association with the values and spirit of the revered tennis tournament.
The US Open: Who’s tuning in?
Unsurprisingly, many US Open fans are athletes themselves, with 73% playing hockey, 68% playing tennis, and 64% playing soccer. Career wise? A significant chunk of the demographic, 75%, work within informational and cultural industries, while 62% are small business owners. From an earnings perspective, there’s undeniable affluence among the cohort. Over half of engaged fans, 51%, earn a household income surmounting $100K yearly. With their athletic backgrounds, high-income levels, and culturally and economically powerful careers, US Open fans provide fertile ground for prestige brands to make their mark by sponsoring the event.
Aces Abound: Top US Open Sponsors
Amex knows how to throw a sponsored party. Their successful partnership with the US Open provides an unparalleled fan experience for all engaged. From smaller details, like their complimentary bag check, to luxe offerings like their Centurion Suite and Member Lounges. Furthermore, 50% of people engaged with the tournament are American Express users, of which 37% are watching on a weekly basis.
When it comes to their sponsorship of the US Open, Grey Goose is a certified vibe curator. Priding themselves on their shared values of excellence on display, from tennis icons to iconic cocktails, the vodka brand provides fans with watch party tips, drink recipes, and more. No details are spared in their signature cocktail, the Honey Deuce. In fact, it’s the drink of the US Open, adorned with honeydew melon garnish carved to resemble tennis balls. Oh, and the numbers? 58% of those engaged with the US Open are Grey Goose drinkers, 41% of which are excited about the tournament.
Untapped Sponsorship Categories at the US Open
Gone are the days of sticking to one telecom provider for life. In the age of options, consumers are switching it up to find the best deals on the market. Among engaged fans of the US Open, 60% switched telecom providers in the past year—an opportunity primed for the taking.
Food Delivery Apps
Few things in life pair as nicely as watching a sports game with a table full of snacks. In the last year, 41% of people engaged with the US Open ordered food from a delivery app.
Sustainability is the future, and many consumers are increasingly calling on their favorite brands to offer more environmentally conscious products and services. As it stands, there are currently no US Open sponsors that focus primarily on sustainability, making it a great moment for brands in that niche to claim their spot on the roster.
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