Tennis Taps into Influencer Power as US Open Approaches

As the US Open gears up for its grand opening in New York this month, a vibrant behind-the-scenes content machine is set to capture the excitement. Influencers will be front and center, showcasing their outfits, sampling food, and sharing exclusive glimpses into the event, all aimed at engaging millions beyond the tournament gates.

The influence of social media creators at major sporting events is growing exponentially, with many brands investing significantly to secure a presence during the Open. According to Kirstin MacGowan, vice president of talent at DBA, there’s a noticeable spike in brand partnerships during the US Open, with interest three to four times higher than at other tennis events. "Brands are increasingly investing in culturally relevant sporting moments," she notes, emphasizing that the US Open's appeal transcends just tennis.

Luxury comes at a price, with private suites for a single day of the US Open ranging from $50,000 to $150,000. This figure doesn't even include additional costs associated with agency fees and hospitality, which can elevate the total expenditure into the hundreds of thousands. Alex Georgy, CEO of BWB Agency, highlights a shift in how brands approach these events: "The suite used to be the experience. Now it’s often just one piece of a much bigger campaign." This evolution reflects the necessity of blending traditional hospitality with high-profile talent and savvy content creation.

For creators, the allure of attending a Grand Slam extends beyond just tennis; it’s a branding opportunity that resonates with their audiences. Georgy explains, "Being at Wimbledon or the US Open now says something. It signals access, taste, and that you’re moving in certain circles." The events offer a perfect stage for influencers to generate fashion, food, and lifestyle content, enriching their narratives while engaging with the sport.

Interestingly, tournaments are also keen on directly engaging with influencers, establishing their own credentials and creating content partnerships. In a groundbreaking move, the US Open introduced a creator credential system in 2025, allowing 54 influencers to access media facilities, generate content, and engage with players, producing over 5.5 million social interactions, as reported by the United States Tennis Association (USTA). Jeanmarie Daly, director of media operations at USTA, noted the initiative’s focus on creators whose audiences span beyond tennis—encompassing food, fashion, and lifestyle.

Meanwhile, the Australian Open has been nurturing similar influencer relationships for over six years. This year, the number of creators attending the tournament surged by 64%, with their content generating 348 million impressions. Brie Stewart, director of content at Tennis Australia, remarked on the evolving definition of media, stating, "It’s not that papers, radio, TV news don’t matter; it just means there’s another media source that we’re adding to the mix."

The broader strategy for both tournaments is to elevate the tennis experience, transforming it into a festival encompassing fashion, food, and music—ultimately aiming to draw more fans to the sport itself. For instance, Australian creator Jerry Davis, initially focused on other sports, developed an interest in tennis after receiving a media pass, embodying the success of this strategy.

Yet, this burgeoning influencer economy is not without its challenges. As the cultural cachet of Grand Slam events attracts both brands and creators, maintaining the unique appeal of each tournament becomes crucial. At Wimbledon, for example, the tradition and exclusivity play a vital role in its identity, with the best content reflecting a more polished aesthetic. Georgy notes, "The best Wimbledon content tends to feel a little more restrained and polished," highlighting the ongoing balancing act between modern marketing and tradition.

Source: www.vogue.com