This year’s U.S. Open is set to be the biggest in recent history. And it’s not just because of the record-setting prize money and the newly launched Moët Serve, a drink that’s set to give the viral Grey Goose Honey Deuce competition. With ticket prices breaking records for 2026 going on resale sites for hundreds of dollars, there is an even greater interest this year in the annual tennis tournament. Naturally, brand marketers are pulling out all the stops to tie their brands to the U.S. Open, including hosting public pop-ups in other parts of New York City, designed for those who can’t snag seats to enjoy that viral $23 Grey Goose Honey Deuce cocktail. With their pop-ups, brands like Evian, Eos and Lavazza are looking to give the fans who have social media-induced FOMO a taste of the tournament vibes, without having to pay for tickets.
The U.S. Open kicked off on August 23 with qualifying matches and will run through September 13, giving brands plenty of opportunity to host pop-ups. Evian water, an official U.S. Open partner, hosted an event to celebrate its 200-year anniversary on August 27, which also coincided with the singles qualifying events. The 200 Years Young Celebration, held at Brooklyn’s Dumbo Archway, featured an interactive installation, live entertainment, French-inspired dishes and Evian carts for guests. Evian is also doing a sweepstakes offering one winner a trip to the anniversary party, U.S. Open courtside tickets and a stay at the brand’s Hôtel Royal in France.
