Top 10 US Open Brand Collaborations in 2026 | Avenue Z
The Top 10 Brand Collaborations at the 2026 US Open
7 min read •
The US Open draws over 1 million viewers on ESPN networks. For brands, that creates a space to connect with audiences beyond the court through fashion, lifestyle, and technology.
By Tamar Terell
Sep 3, 2026
The US Open is a two-week event where the top men’s and women’s tennis players compete on one of the sport’s highest-profile stages in New York City.
As the tournament’s reach grows, so does brand interest. This year, the US Open and USTA have 30 official brand sponsors, up over 40% since last year.
Not only are the numbers up, but partnerships are becoming more ambitious. Brands are using the US Open tournament to announce limited-edition products, partner with athletes, and offer on-site experiences. But the opportunity goes beyond short-term visibility, giving brands a chance to turn a cultural moment into long-term growth.
These are 10 collaborations we’re watching throughout this year’s US Open.
1. Cadillac x Sporty & Rich
Cadillac has been the official vehicle sponsor of the US Open for several years. Now the luxury automaker is moving into a new lane with a capsule collection created with fashion brand Sporty & Rich.
The Cadillac Racquet Club collection includes tennis-inspired tees, shorts, sweatshirts, and accessories that reflect Emily Oberg’s vintage athletic aesthetic. Cadillac can reach younger, fashion-focused tennis fans, while Sporty & Rich has an opportunity to showcase a growing brand on a global stage.
862K followers
\ \ sportyandrich Verified\ \ 12,406 posts · 862K followers\ \
Sporty & Rich for Cadillac Racquet Club.
Our best-selling, core styles are offered in a considered country-club color palette with subtle tennis motifs and exclusive co-branding bring a distinct Cadillac point of view to Sporty & Rich silhouettes.
Available online only for a limited time.
2. Ralph Lauren
Since 2005, Ralph Lauren has been the US Open’s official outfitter, so the brand isn’t a new name seen on the court or around the tournament grounds. For 2026, the iconic clothing brand released a new collection that taps into the recent popularity of “tenniscore,” a look that still shows up frequently in the athleisure landscape.
The collection includes ‘90s-inspired sportswear, polos, accessories, and outerwear, including a souvenir jacket embroidered with a map of New York City’s five boroughs. The range allows Ralph Lauren to connect with longtime tennis enthusiasts and first-time fans drawn to today’s broader athleisure trend.
poloralphlauren and ralphlauren
10.4M followers
\ \ poloralphlauren Verified\ \ 8,643 posts · 10M followers\ \
The 2026 #PoloRalphLauren ball crew uniform: a striking display of color with bold striping details, designed to reflect the confident energy of New York City.
#RalphLauren is proud to continue our role as the Official Outfitter of the @USOpen, dressing the ball crew and on-court tournament staff for the final Grand Slam of the year.
Discover the Polo Ralph Lauren Ball Crew collection via the link in bio.
3. Lacoste x The Plaza
Lacoste is closely associated with tennis, despite not being an official US Open sponsor. That hasn’t stopped the brand from moving into the spotlight through a strategic partnership with one of the city’s most iconic hotels.
The Plaza is hosting Club Lacoste through September 6, 2026. The experience includes afternoon tea in The Palm Court, branded details throughout the hotel, and co-branded merch.
For Lacoste, the partnership helps capture the energy from the tournament outside the USTA grounds. For The Plaza, Club Lacoste is a timely way to market the hotel to tennis and fashion fans toward the tail end of summer.
lacoste and theplazahotel
\ \ lacoste Verified\ \ 4,109 posts · 9M followers\ \
Welcome to Club Lacoste New York at @theplazahotel.
An iconic address. A new playground for tennis.
For the season’s final major, Club Lacoste takes over one of New York’s most legendary landmarks, where the energy of the city meets the elegance of the game.
From exclusive experiences to unforgettable moments on and off the court, discover tennis through the world of Lacoste.
The Plaza, New York
Now through September 5
4. Heineken x Serena Williams
Tennis legend Serena Williams is looking back at her six US Open women’s singles titles through a new collaboration with Heineken 0.0, the popular beer brand’s non-alcoholic offering. Heineken created six limited-edition cans, each inspired by the official ticket designs from her six title runs.
The campaign builds on Williams’ broader partnership with Heineken 0.0, which began in April 2026. Serena has a clear connection to tennis, and the product gives fans a non-alcoholic option for the tournament’s social events.
The link to this photo or video may be broken, or the post may have been removed.
5. Oura with Coco Gauff and Taylor Fritz
Oura is partnering with two of tennis’ biggest stars, Coco Gauff and Taylor Fritz, after becoming the US Open’s official wearable device partner. The athletes are helping Oura show how data can track sleep, travel, and recovery stats during a demanding schedule. Fans can also interact with Oura in person at Court 5, which has a cooling station, heat checks, and promotional giveaways.
The company has already sold over 5.5 million rings, with women accounting for 59% of its customers. Gauff helps the brand continue to connect with female fans, while Fritz gives Oura more exposure in men’s tennis.
11.5K followers
\ \ fltennis\ \ 3,298 posts · 12K followers\ \
📊 Coco Gauff, Taylor Fritz and ŌURA are bringing recovery into the US Open spotlight.
🎾 ŌURA is on-site at the US Open with its first fan activation at the tournament, giving fans a look at how recovery, stress, sleep and body data are becoming part of modern tennis performance.
🧊 The activation includes a heat-check baseline using thermal imaging, a cooling station to relax and reset, soothing meditation and a fan locker giveaway with a chance to win an Oura Ring 5.
🌴 With Coco and Taylor now serving as ŌURA brand ambassadors, the campaign connects two of America’s biggest tennis stars with one of the sport’s growing performance-tech stories.
👉 Swipe for Coco, Taylor and sneak peek at the ŌURA US Open activation.
🎯 Follow @fltennis for daily tennis news.
📢 Shout-outs:
📸 Photo credits:
ŌURA
🏷️ #tennis #floridatennis #ouraring #cocogauff #taylorfritz
☀️🌴🎾
6. Lavazza
For the 2026 US Open, Lavazza is turning its longtime partnership with the tennis tournament into an opportunity to showcase a new product, Tablì. Along with its other on-site fan experiences, the Italian coffee producer is doing live demos of its new single-serve coffee system.
Lavazza’s new product is showing up across the tournament experience, from samples and demos to the American Express lounge and Hospitality Overlook. Its single-serve coffee tabs are made exclusively from coffee, moving away from plastic or aluminum capsules.
The brand is also showing up around the tournament and in select Eataly locations around the New York City area with Caffè Emiliano, a cherry, cocoa, and mascarpone foam cold brew that’s the brand’s signature drink for 2026.
Together, these experiences give fans new ways to interact with the brand and build cultural relevance while turning product awareness into ongoing sales.
Original audio
\ \ lavazzausa Verified\ \ 757 posts · 138K followers\ \
An afternoon well spent if you ask us ☕
7. Chase x Dairy Boy
Chase is leaning into the popularity of tennis fashion in recent years through a partnership with Dairy Boy, the lifestyle brand from Paige Lorenze. In the first few days of the 2026 US Open, Chase cardholders got early access to Dairy Boy’s DB Sport pop-up, along with a DB Sport tennis ball when they bought merch.
Dairy Boy has a large following across social, which gave Chase a direct connection to younger customers. It was also a forward-thinking move for Dairy Boy, gaining visibility at one of the highest-profile events in sports through a major financial partner.
2.4M followers
\ \ wwd Verified\ \ 27,349 posts · 2M followers\ \
@paigepaul is bringing DB Sport to New York — just in time for the US Open. 🎾
The @dairyboy founder opened her latest immersive pop-up in Greenwich Village, giving shoppers an early look at the newest DB Sport collection, inspired by vintage tennis, collegiate athletics and classic American sportswear.
Paul spoke with WWD about building Dairy Boy beyond social media, her vision for a permanent New York store and how she’s dressing for the US Open.
Head to WWD.com for more — #linkinbio
Report: @elmercer
Photos: Courtesy of Dairy Boy
8. Dove
Dove is “The Official Underarm Sponsor” of the tournament and is leaning into that narrative with both digital and live campaigns.
At the US Open, Dove is giving away samples and creating interactive live fan experiences, like photo moments and the Dove Re[set] Club, where visitors can freshen up while taking a break from the heat.
The sponsorship also taps into Dove’s Body Confident Sport program, which aims to help young girls stay active while feeling confident. This campaign continues to put Dove’s products in front of more customers, while strengthening a narrative it has spent years developing.
instylemagazine and dove
Original audio
\ \ instylemagazine Verified\ \ 21,205 posts · 4M followers\ \
#DovePartner Don’t you dare even *think* about going to a big tennis match this summer with deodorant stains or a messed up headscarf! Luckily for you, not only does InStyle’s Fashion Director @kevinphuynh have the perfect hack to style your silky scarf, @dove also has a touch-up station at the #USOpen to make sure you are smelling fresh in between matches #GameSetDove
9. American Express
American Express is one of the largest US Open sponsors, with a presence that extends from the tournament grounds to the official app.
Fans can visit the American Express Fan Experience in person, which has product giveaways, hands-on experiences, and a lounge for cardholders. Members can also use the official app to register for benefits and unique member experiences, while some card members receive free radios and statement credits on qualified spending.
The broader experience is available to anyone attending the US Open event. The collaboration allows American Express to turn a two-week event into a longer-term brand activation that can build awareness and brand loyalty.
Original audio
\ \ americanexpress Verified\ \ 717 posts · 781K followers\ \
Everyone has their own game plan at the @usopen
10. Gwoop x US Open
The US Open is trying to reach younger fans with a growing lineup of digital collaborations. For 2026, this includes partnerships with Fortnite, Roblox, and the educational gaming platform Gwoop.
Launched on Friday, August 21, 2026, US Open Serve Speed is a browser-based classroom game that students can play at school or at home. Gwoop gives the US Open a way to introduce tennis to an audience that might not be watching traditional broadcasts.
Turn Cultural Moments Into Sustained Attention
The US Open gives more brands a chance to take the world stage. The real opportunity is using that visibility to stay relevant to the audiences you’re trying to reach, long after the last match.
Successful collaborations aren’t always obvious at first glance. Some partnerships work best because each side brings something unique, opening the door for both partners to stay relevant with their customers while reaching new ones.
Extending reach begins with shaping a story worth telling that feels relevant in the moment. Partner with Avenue Z to strengthen your brand positioning by tapping into what’s relevant right now and turning that attention into a catalyst for long-term growth.
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By Tamar Terell
Sep 3, 2026
Tamar Terell is Editorial Director at Avenue Z with expertise across copywriting, marketing communications, and content strategy.
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