Observed Signal · Aug 12, 2026 · Market Signal · Source: Amadeus Hospitality · Impact: 5/5
Canadian travelers return to New York for the US Open and domestic demand climbs 15%
Amadeus Travel Intelligence data reveals travel patterns around US Open The US Open is the premier event in North America’s tennis calendar.
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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.
Brands Host US Open Tennis-Themed Pop-Ups in NYC
With 2026 U.S. Open ticket prices at record highs, consumer brands are staging tennis-themed pop-up activations across New York City to reach fans who cannot attend matches. Official partners are using the tournament to promote anniversaries, products, and services: Evian celebrated its 200th anniversary at Brooklyn’s Dumbo Archway; Sephora, the tournament’s first official Beauty Retail Partner, launched a 'Gloss Games' pop-up with Kérastase; and Lavazza returned as official coffee partner for the 12th year, showcasing its Tablì single-serve system at venues and city-wide locations including Hudson Yards, Eataly, and an event with Highsnobiety. Non-sponsor Eos partnered with tennis player Ayan Broomfield for a Manhattan brunch and tennis clinics for women of color. The U.S. Open runs August 23–September 13, 2026.
Apple Eyes US Rights to The Open Championship
Apple TV is reportedly positioning itself to bid for the United States broadcast rights to golf’s Open Championship, with preliminary discussions held between Apple and the R&A. The current U.S. rights deal with NBC — shared with Golf Channel/Versant and in place since 2017 after outbidding ESPN — expires in 2028. A formal tender process is expected to open early next year, with streamers including Netflix and Amazon likely to pursue the package. The article notes Apple’s prior sports investments (an early-ended MLS deal and a five-year U.S. Formula One rights deal) and discusses how a shift of The Open to a major streamer could affect viewing habits, advertising models, and the broader golf media ecosystem.
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