This story was first published by Digiday sibling Modern Retail.
This year’s U.S. Open is set to be the biggest in recent history. And it’s not just because of the record-setting prize money and the newly launched Moët Serve, a drink that’s set to give the viral Grey Goose Honey Deuce competition.
With ticket prices breaking records for 2026 going on resale sites for hundreds of dollars, there is an even greater interest this year in the annual tennis tournament. Naturally, brand marketers are pulling out all the stops to tie their brands to the U.S. Open, including hosting public pop-ups in other parts of New York City, designed for those who can’t snag seats to enjoy that viral $23 Grey Goose Honey Deuce cocktail. With their pop-ups, brands like Evian, Eos and Lavazza are looking to give the fans who have social media-induced FOMO a taste of the tournament vibes, without having to pay for tickets.
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