This August, over a million people journeyed to Queens, New York to attend the US Open. While there were two weeks of spectacular tennis matches, several on-site sponsor activations stole the show. Twenty-two sponsors hosted events at the USTA Billie Jean King National Tennis Center. Here are two of our favorites:

IHG

At the open, IHG hosted the IHG Hotels & Resorts Racquet Bar on the terrace of the Arthur Ashe Stadium. Guests were able to enjoy refreshments and some much-needed shade.

IHG also had several off-site activations including the “IHG Rally Room.” This activation involved a hotel room at Kimpton Hotel Eventi in New York and another at Hotel Indigo Atlanta Downtown that customers could book during the US Open. The room was the color of a tennis ball, with one side decorated using green and the other using yellow.  There was also an installation of the room at IHG’s booth at the US Open and at IHG’s Grand Slam Social, an exclusive event with DJ Mark Ronson at Kimpton Hotel Eventi.

Additionally, IHG partnered with Wilson and the Fashion Institute of Technology to host the US Open Tennis Ball Dress Content. The first-place winner had their dress showcased at a US Open Kickoff Party sponsored by IHG and the four runner-up’s dresses were showcased at different Wilson stores during the US Open.

Tiffany & Co.

Tiffany & Co. has had a strong relationship with the US Open for decades, designing the Men’s and Women’s Singles Championship Trophies since 1987.

This year, Tiffany & Co. hosted their second on-site pop-up at the event, showcasing replicas of the gorgeous trophies and tennis balls in the iconic Tiffany Blue. The Women’s Singles Championship Trophy was also displayed at their flagship store, the Landmark, in Manhattan.

Tiffany & Co.’s on-site pop-up also included an Elsa Peretti Diamonds by the Yard tennis racket, which contained over 30 carats of diamonds and was placed in a vignette that nods to the Landmark’s window displays. The display includes a leather cover painted using the ancient Japanese inden technique.

The AR Mirror created in partnership with Snap Inc. allowed guests to interact with the trophies and tennis racket.

The US Open provides the opportunity for brands to show up in new and unexpected ways, and the sponsor activations this year did not disappoint. While IHG and Tiffany & Co. may not have the clearest connection to tennis, sponsoring this event helps to establish them in the luxury space. As in-person and virtual activations become essential marketing tools, it will be interesting to see how their presence at events like these grows.