Tennis meets pop-culture: The US Open 2025

The 2025 US Open unfolded not just as a premier tennis showdown – but as a magnet for influencer culture, celebrity spectacle, and social storytelling. It turned Arthur Ashe Stadium into a crossroads where niche tennis devotees and content-hungry audiences met, sparking a vibrant cultural fusion.

The new media transformation

This year, the U.S. Tennis Association leaned into modern media dynamics by accrediting about 50 social media creators across fashion, lifestyle, food, and entertainment. These creators had courtside access not just to matches but to the lively backstage: locker rooms, sponsor activations, and fan fashion snapshots. The move wasn’t about vanity metrics – it was a strategic push to boost engagement, with last year’s engagements hitting 2.3 billion according to Reuters.

Sports like tennis, boosted by the cultural momentum of Challengers (2024), show how aspiration and aesthetic continue to define the game. It is catalysed through socials with everyone wanting to be a part of it.

Star-studded stands and stylish spectacle

Courtside became Hollywood-adjacent – packed with A-list names and big fashion moments. From Anna Wintour and Rami Malek relaxing together on Labor Day to Issa Rae, Ben Stiller, Lindsay Lohan, Coco Biles, Rosalia, and beyond, the guest list read like a pop-culture directory.

Rolex, long a prestigious sponsor, elevated its presence with exclusive booths – inviting influencers alongside clients and VIPs to experience the Open from the best seats in the house.
What today’s leading brands understand is that Gen Z is looking for signals of belonging and shared belief with brand experiences regaining relevance. The most successful activations aren’t designed around visibility alone, they’re designed to be remembered, remixed, and retold. When brands invite creators, influencers, artists, and communities to help shape the story, they’re not just driving reach – they’re building relevance.

Moments of authentic connection also surfaced – Ayan Broomfield curated a Black excellence–focused suite, blending community, fashion, and cultural significance, notably honouring tennis pioneer Althea Gibson on the court’s 75th anniversary of breaking barriers. She shares: “I thought that was so, so incredible, and I wanted to honour that in the best way I could – with my fashion and using my platform to showcase Black designers, Black owned brands, and brands that are showcasing Black history”.

Benefits of the Pop Culture-Tennis Fusion

1. Broader brand exposure
Brands like Rolex and Ralph Lauren turned sponsor activations into storytelling stages. These moments lived on social feeds beyond the tournament – extending reach and relevance into lifestyle and fashion communities.

2. Tennis gets social
Influencers and celebrities gave tennis a narrative boost: fashion moments, behind-the-scenes access, and viral interactions made the sport more relatable and shareable for younger fans.

3. Reimagined sport culture
Through creative activations and influencer stories, tennis was framed as not only athletic drama but as cultural event – energising the sport’s identity in the digital age.

4. Community building
Broomfield’s suite or Pegula’s reflections on fandom and crossover appeal showed that inclusivity and representation were also part of the story.

But there’s a tension points between the shine and the shadows

Authenticity in question
As influencers chase content opportunities, the lines between genuine appreciation for the sport and “performative fandom” may blur – raising questions about substance versus spectacle.

Access inequality
When celebrities and influencers occupy prime courtside spots – sometimes with little to no ticket purchase – it can heighten exclusivity and marginalise the everyday fan. Volunteer applications and grassroots attendees may feel edged out, intensifying social divides.

Balancing the cultural script forward

On social platforms, elite-coded moments become entry points for wider audiences – an invitation to feel part of a world once reserved for the few. The brands that thrive here, like Ralph Lauren, strike the balance: preserving prestige while opening a window into that world. They don’t dilute the aesthetic – they democratise the experience.

To keep tennis at once elite and accessible, a nuanced approach is needed – with brands holding that responsibility equally to the organisers of the tournament:

• Clarify purpose: Develop guidelines that define when influence enriches versus distracts, and how these stories align with the sport’s legacy.

• Equitable access: Maintain access for everyday fans with social media being the best asset to do to, balancing influencer perks with affordability and inclusivity.

• Highlight diverse narratives: Elevate voices like Broomfield’s – those who bring depth, access, and perspective to the cultural conversation.

• Ensure impactful storytelling: Encourage creator content that showcases skill, strategy, culture – not only glitz.

In its 2025 edition, the US Open emerged as a social media zeitgeist: where brand storytelling, celeb culture, and tennis tradition collided. It created opportunities . for engagement and growth – but also tension around equity and authenticity.
The big question for future Opens is whether organisers can harness this cultural moment in a way that elevates the sport without diluting its heart.