☕ Ball’s out of your court
Luxury brands are adapting to US Open ticket price surges.
Marketing Brew <[email protected]>
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Morning Brew highlights the 25th anniversary of 9/11 and features a story on sports marketing, specifically how tennis is a preferred marketing platform for luxury and finance brands. The publication explores the appeal of tennis sponsorships, particularly at the US Open, which attracts a broad audience beyond traditional tennis fans. It showcases examples of brands leveraging this platform.
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578 words · about 2 min to read
September 11, 2026
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It’s Friday, and it’s also the 25th anniversary of 9/11. The Wall Street Journal dug through its archives to look back on the immediate aftermath of the attacks and their long reverberations.
In today’s edition:
Taking it outside 🎾
Up, up, and away 📲
Water you laughing at 💧
—Alyssa Meyers, Kristina Monllos, Jamila Huxtable
SPORTS MARKETING
Priced out
Collage clockwise from top: Coco Gauf, a Black woman tennis player, sits in front of microphones at a press conference in front of Mercedes Benz logos, Taylor Fritz, a white man tennis player serving a ball while wearing an Oura ring on his middle finger, and a promotional image from Grey Goose showing a Honey Deuce cocktail, a pinkish drink with 3 melon balls skewered on a swizzle stick, being held up in front of a crowded tennis court.
@mbusa/YouTube, @ouraring/Instagram, Grey Goose
It’s no secret that tennis is a preferred marketing playground for brands in categories like luxury and finance.
The sport and its four annual Grand Slam tournaments have always had a premium feel, but sports sponsorships are attractive to marketers in part because of the reach they offer, including consumers beyond the upper crust. Particularly at the US Open, which has a reputation for being the least buttoned-up of the Slams, even marketers in categories like finance appreciate that the event has been drawing an audience outside of traditional tennis fans.
“It’s the perfect mix of everything,” Chris Weil, founder and co-CEO of Horizon Sports & Experiences, who’s worked with multiple US Open clients, told Marketing Brew. “It’s New York coming out of summer and everybody coming home, it’s a venue that is iconic, it’s competition, and then you add the experience onto it, of this jammed together for two weeks with everything from chicken nuggets with caviar on top to…Honey Deuces and champagne…This is an elevated experience that only happens for these two weeks, and so everybody feels like they have to be there.”
This year, though, the average price for resale tickets to the Open has soared, making the event less accessible to everyday fans, who used to be able to take in matches at the Billie Jean King National Tennis Center without completely breaking the bank.
As prices have risen, US Open sponsors, including several in the luxury category, have shifted their activation strategies to focus more on making fans outside the grounds feel like a part of the action.
Continue reading here.—AM
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