The Athletic has live coverage of the 2026 U.S. Open. NEW YORK — It’s probably fitting that in the world’s economic and marketing capital, a Grand Slam tennis tournament doubles as one giant product-placement opportunity.Little-known players who play on stadium courts end up with last-minute patches stuck onto their kits. Their lesser-known coaches wear hats from brands such as the IT company Infosys and the used-car retailer Carvana.The week before the U.S. Open is a strange mélange of tennis-related activations. Aryna Sabalenka appears at a Brooklyn Heights pizza joint to promote an energy drink. The Waldorf Astoria puts a tennis court in its famed ballroom for an exhibition with Tommy Paul, Maria Sakkari, Ben Shelton and Leylah Fernandez to promote its new global racquet club venture. Jannik Sinner, injured and back home, chimes in from afar on social media, saying he misses everyone at the U.S. Open, including “@baccarathotels and the whole team who always makes me feel at home.”As the field gets winnowed down and all but the biggest stars and some supporting characters remain, there’s a pretty good chance tennis fans might scratch their heads and wonder why so many coaches are wearing swag with one of two or three ubiquitous logos.One of the most prominent is Eight Sleep.The company makes high-tech mattress covers that users can heat or cool to their desired temperature. The product tracks sleep patterns and measures users’ quality of rest. It is not to be confused with IM8, the nutritional supplement company co-founded by David Beckham.IM8 has Sabalenka as an ambassador. Her coaching staff has worn IM8 swag, though things can get confusing because her coach, Anton Dubrov, is now part of the Eight Sleep team.As Aryna Sabalenka trains, her coach, Anton Dubrov, wears a hat for a sponsor that has a deal with him rather than with her.Sabalenka, the two-time reigning champion and world No. 1, plays most of her matches in Arthur Ashe Stadium and many of those in primetime. The camera often shifts to her coaching box. That’s a lot of airtime for Eight Sleep, even though Sabalenka does not directly endorse the company.Dubrov does. So does Frédéric Fontang, who coaches Jiří Lehečka, and Michael Russell, who coaches Taylor Fritz, and Jamie Delgado, who coaches Grigor Dimitrov.On Russell, the logo for Eight Sleep has to fight for attention, since Russell is the closest thing tennis coaching has to a NASCAR driver. He wears patches from Waterdrop and Solinco. Hats from Eight Sleep and Papatui, a men’s skincare brand founded by Dwayne “The Rock” Johnson. Sometimes, Russell wears a Carvana shirt.Carvana is another of the logos that are everywhere at this U.S. Open — it’s on the coaching teams of Amanda Anisimova, Madison Keys and many more.