Winning in Three Sets: These Brands Made Points IRL at the US Open

September 11, 2025

Another US Open tennis tournament is in the books – and returning with it were scores of contextually relevant out of home ad campaigns. These ads meet New Yorkers in real life along with the tennis fans from all over the world who flock to Arthur Ashe Stadium for all the action, riding the LIRR and the 7 train back and forth as they do.

So, make yourself a Honey Deuce, sit back, and please enjoy these three sets of tennis-related OOH advertising.

Set 1: Official Tournament Sponsors

The first set of US Open ad campaigns is comprised of official tournament sponsor campaigns. Adding out of home media to an event sponsorship helps unlock the full return on investment by reinforcing the message and extending the interaction with the brand beyond the stadium walls. Want more evidence? You'll find it in ad creative across the city, as major brands like J.P. Morgan, IHG, and Evian piggyback on the presence and prestige of the event with highly-visible sponsorships and activations, creating equity by association – especially among tennis fans.


Let’s start with JPMorgan Chase, now in its 44th year as an official US Open sponsor (SOURCE: US Open). That partnership opened up IRL perks for Chase cardholders, such as complimentary mobile phone charging and access to an on-site lounge and terrace. The brand reinforced the connection with a digital transit campaign that included this six-screen overhead Livescape inside the system’s busiest station.

 
And then there’s Unilever brand Dove, the “Official Sponsor of Underarms.” Its message of “serve up freshness” resonated via bright, clean Livecard MAX creative that echoed the look-and-feel of its on-site brand activation, where tournament attendees could enjoy cooling fans, free samples, and of course the obligatory photo-op.

 
Do you ever wonder what happens when a player gets injured at the US Open? Ever since 2013, Mount Sinai’s doctors, nurses, and sports medicine specialists have been onsite, providing medical attention as needed. Its orthopedic program, ranked #14 in the nation by U.S. News & World Report, is of particular interest to tournament attendees who are athletes themselves. So, the hospital promoted the partnership via this roadside bulletin.

Set 2: Player Endorsements

Official sponsorships aren’t the only way that brands can be a part of the US Open advertising action. Consider also the player endorsement deals, which allow advertisers to ride on the coattails of individual stars. Some of these celebrity brand partnerships are long-term relationships rather than one-offs.


One superstar returning to our canvases is Iga Świątek, currently ranked #2 in the world by the WTA. She’s featured once again this year in a campaign from onRunning, the athletic footwear brand partly owned by Roger Federer, seen here on a Liveboard triptych on the 7 platform at Court Square, a busy transfer station in Queens.


As for the top-ranked women’s player in the world, she’s here too. Aryna Sabalenka is front and center in this Liveboard ad for Electrolit, “the official hydration partner of the hardest working player in tennis.”

 
The most controversial campaign of tournament season didn’t center a current athlete, but rather one considered by many to be the GOAT: Serena Williams. Her endorsement of GLP-1 provider Ro Body earned criticism for promoting unreasonable body standards and praise for demonstrating the universality of weight struggles. But love it or hate it, New Yorkers were talking about it.

Set 3: Unofficial Wordplay

There’s an old saw about puns being the lowest form of humor. But clever wordplay is a powerful racquet with which to smash some contextual relevance.



Speaking of smashes – Wicked on Broadway was all over the subway with immersive Livecard MAX digital transit ads that cover a full side of a subway car with coordinated creative on every flip.

 
This one isn’t technically a pun but it’s close – Uber Eats running it back for another round of its “Get almost almost anything” campaign on digital transit media including Liveboards and Video Urban Panels.

 
One of the most prolific brand presences during the tournament came from Celebrity Cruises, whose placements across the city included Digital Liveboards, overhead banners on LIRR platforms, and a Station Domination at Grand Central/42nd Street, the last place in Manhattan the 7 train stops before heading east towards Arthur Ashe.

Match Point

 
Last but not least, OUTFRONT partnered with The Tennis Channel to dynamically provide real-time scores throughout NYC and other transit systems across the nation via Moments in Sports, part of our Moments content platform.

That’s it for our 2025 US Open recap. But the calendar contains copious chances coming up to connect with context – and we are here to serve.

Author: Jay Fenster, Marketing Manager @ OUTFRONT

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