Observed Signal · Sep 4, 2026 · Opinion / Analysis · Source: The Drum · Impact: 1/5 · Sentiment: Positive
B2B Sponsors at US Open Do the Real Work, Not Just Logo
Reuben Webb's opinion piece argues that at the US Open, the most effective B2B sponsors are those that provide essential services rather than just branding. IBM, as the official AI and cloud partner, builds and runs the tournament's digital infrastructure. AT&T signed a five-year connectivity deal, providing the network for wireless traffic and ticketing. Deloitte serves as the professional services sponsor, advising the USTA. Harvey, a legal AI company, became the tournament's first official legal assistant. Webb asserts these sponsorships are 'partnerships' in a meaningful sense, as the event cannot function without their services, contrasting with consumer brands whose absence would go unnoticed.
Opinion piece about B2B sponsorship trends, not a major industry event.
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Key Takeaways & Evidence Grounding
- IBM is the official AI and cloud partner, co-creating the US Open app and website using WatsonX.
- AT&T signed a five-year deal as official connectivity partner, carrying wireless traffic and supporting ticketing systems.
- Deloitte has been the official professional services sponsor since 2017 and presents the US Open Wheelchair Championships.
- Harvey, a legal AI company, became the tournament's first official legal assistant, its first sports sponsorship.
- AT&T will become title partner of a signature suite level at Arthur Ashe in 2027.
Connected Companies & Entities
7 Entities mapped“Take IBM, the official AI and cloud partner, which builds and runs the tournament’s entire digital operation....”
“AT&T has just signed a five-year deal as the official connectivity partner....”
“Deloitte has been the official professional services sponsor since 2017...”
“Harvey is the legal AI company, now installed as the tournament’s first official legal assistant....”
“Chubb, the official insurance sponsor, says the quiet part just as happily...”
“Heineken pours the beer...”
“Ralph Lauren dresses the officials...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
B2B Brands Gatecrash Major Sports via Small Sponsorships
Opinion piece describing how B2B companies are using low-cost, targeted sponsorships and placements (caps, patch logos, federation or regional deals, host-city supporters) to gain prominent visibility during major sporting events such as the World Cup, Wimbledon and Grand Slams. Examples include a legal‑AI startup (Ivo) on New Zealand training kit, HubSpot logos on Naomi Osaka’s support-team caps at Wimbledon, and agencies arranging dozens of patch placements at slams. The article contrasts these side-door tactics with top-tier, high-cost partnerships (e.g., Barclays, Rolex, IBM) and explains how federations, regional deals and host-city supporter slots create access for smaller B2B brands.
US Open Brand Partnerships Enhance Fan Experience
The 2026 US Open (Aug. 23–Sept. 13) has expanded brand partnerships and on- and off-site activations aimed at improving fan experience. The U.S. Tennis Association and partners are deploying physical activations (charging stations, recovery and cooling stations, complimentary parking, product sampling) and expanded citywide programming including a Hudson Yards fan experience and a branded ice cream truck. Sponsors mentioned include long-running partners (Chase, American Express, Wilson, Grey Goose, Heineken, Lavazza) and new partners (AT&T as connectivity partner, Oura, Peloton, Gwoop). The tournament is also broadening its digital footprint with gaming and metaverse presences to reach younger audiences and year-round engagement. USTA says planning for each year begins immediately after the event, and this year added five new partners.
B2B Infrastructure Keeps the World Cup Running
This opinion piece argues that while consumer-facing sponsors like Coca-Cola provide visibility and ritual at the World Cup, largely invisible B2B partners are operationally indispensable. The author highlights FIFA partners such as Lenovo (official technology partner), which deployed thousands of devices and engineers and runs servers at the International Broadcast Center; Salesforce, which uses Slack for workforce coordination across 16 host cities; Globant, which supplies IT and mobile-app work; Rock-it Cargo, the tournament logistics provider; and Stats Perform, which delivers official live data feeds and betting-grade stats. The article frames these B2B contracts as demonstrations of operational competence under intense scale and scrutiny, and suggests B2B brands benefit more from proving reliability than from emotional activations.
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