{
  "id": 4778843,
  "title": "Brands bring the U.S. Open to fans with tennis-themed pop-ups around New York City",
  "url": "https://urgent.news/2026/09/01/brands-bring-the-u-s-open-to-fans-with-tennis-themed-pop-ups-around",
  "topic": "culture",
  "section": "Culture",
  "published": "2026-09-01T04:01:00.000Z",
  "source": {
    "name": "Digiday",
    "slug": "digiday",
    "url": "https://digiday.com/marketing/brands-bring-the-u-s-open-to-fans-with-tennis-themed-pop-ups-around-new-york-city/"
  },
  "original_language": "en",
  "account": "Brands are bringing the fervor of this year's U.S. Open to fans across New York City through tennis-themed pop-up locations, according to reports from Digiday sibling Modern Retail. The tournament, known for its record-breaking prize money and a newly launched Moët Serve drink, has seen ticket prices soar to hundreds of dollars, driving many to resell them on online platforms. To cater to the demand from those unable to secure tickets, companies like Evian, Eos, and Lavazza have set up pop-ups throughout the city, aiming to offer a taste of the tournament's atmosphere to those who might otherwise feel left out due to financial constraints. These pop-ups provide a means for social media-savvy fans to experience the excitement of the U.S. Open without the hefty price tag of tickets. For more details, readers can visit digiday.com.",
  "summary": "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.",
  "key_points": [
    "Brands set up tennis-themed pop-ups in NYC for U.S. Open fans.",
    "Evian, Eos, and Lavazza among companies offering U.S. Open experience.",
    "Pop-ups provide alternative to expensive ticket prices for fans."
  ],
  "editors_take": "Brands setting up tennis-themed pop-ups around New York City are giving fans a way to experience the U.S. Open excitement without the high cost of tickets.",
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}