When Tennis Meets TikTok: How the US Open Turned Courtside Into Content Gold

Let’s be real, sports sponsorships used to feel predictable. Logos on jerseys, commercials during breaks, maybe a celebrity cameo in the stands. Nice? Sure. But groundbreaking? Not really.

This year, the US Open did something different. Instead of just inviting athletes and sports journalists courtside, they handed prime seats to 50+ content creators, from fashion bloggers to foodies to lifestyle influencers. Suddenly, the biggest tennis stage in the world wasn’t just about serves and volleys. It was about stories.

 Why You Should Care

Because this is more than a tennis match, it’s a playbook for the future of brand events.

• It widens the audience. Tennis fans were always going to watch. But a foodie influencer posting about the best lobster roll at the stadium? That pulls in a whole new crowd.

• It multiplies the content. Instead of one official highlight reel, you get hundreds of micro-stories: outfits, behind-the-scenes moments, TikTok trends, all happening in real time.

• It builds emotional connection. A polished ad says “watch us.” An influencer on the ground says, “come with me.” That’s way more powerful.

No wonder the US Open racked up billions of impressions across platforms. It wasn’t just tennis anymore, it was culture.

 How Brands Can Steal This Play

• Think beyond the obvious. If you’re running an event, don’t just invite the usual suspects. Bring in voices from food, fashion, music, travel. Audiences overlap more than you think.

• Create content zones. The US Open turned courtside into a stage. You can do the same, give creators access to the angles and experiences that fans can’t buy tickets for.

• Prioritize shareability. Forget long speeches. Focus on bite-sized, fun, surprising moments people want to post.

 What This Means for Influencers

For creators, this is proof that brand trips aren’t limited to resorts and launch parties. Big events, from sports to festivals to conferences, are becoming their own influencer playgrounds. And the value isn’t just showing up; it’s showing up differently.

The foodie who reviews stadium snacks. The fashion creator breaking down courtside looks. The lifestyle vlogger capturing the energy of New York during the Open. That’s the content that stops the scroll.

 Bottom Line

The US Open didn’t just fill seats; it filled feeds.

If you’re a brand, think bigger than ads. Your next campaign might be hiding in the crowd, waiting for an influencer to tell the story you can’t. If you’re a creator, don’t wait to be invited. Pitch yourself for the next big event, not just as a guest, but as the voice that makes it unforgettable.

Because in 2025, the real winners aren’t just on the court. They’re on the timeline.