Brands bring the US Open to fans with tennis-themed pop-ups around New York City
As ticket prices for the U.S. Open tennis tournament soar, brands like Evian, Sephora and Lavazza are staging NYC pop-ups for fans who can't make it out to Queens.
The 2026 U.S. Open is shaping up to be the most lucrative tennis tournament in recent years, with record-breaking prize money and highly sought-after tickets already commanding hundreds of dollars on resale platforms. This heightened interest among fans is prompting brands to create immersive pop-up experiences around the event, offering attendees a taste of the tournament atmosphere without the need for expensive tickets.
Companies like Evian, Eos, and Lavazza have recognized the opportunity to tap into the excitement surrounding the U.S. Open and are setting up public pop-ups in various locations throughout New York City. These pop-ups aim to provide fans with a unique taste of the tournament's vibe, catering to those who may have missed out on securing tickets due to high demand and social media-induced FOMO.
Evian, as an official U.S. Open partner, marked its 200th anniversary on August 27 with an interactive installation, live entertainment, French-inspired cuisine, and Evian carts for guests. The celebration took place at Brooklyn's Dumbo Archway and included a sweepstakes, giving one lucky winner the chance to attend the anniversary party, secure courtside seats at the U.S. Open, and enjoy a stay at Evian's Hôtel Royal in France.
With the U.S. Open set to run from August 23 to September 13, brands have ample opportunity to capitalize on the event's popularity and create memorable experiences for tennis enthusiasts.
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