Overview
- The US Open main draw is underway after play began on Aug. 30, 2026, with early shock results and headline matches drawing attention at the USTA Billie Jean King National Tennis Center.
- Organizers have struck new commercial deals, most notably a five-year AT&T connectivity partnership and Oura as the official wearables sponsor, and they are deploying branded activations throughout Fan Week to create year-round engagement.
- The tournament raised champion pay to $5.5 million each for men and women, the largest single prize in Grand Slam history, a move that raises financial stakes for top players and sponsors.
- On-court storylines include Carlos Alcaraz returning to singles after a right-wrist layoff, Serena and Venus Williams teaming in doubles, defending champion Aryna Sabalenka starting her title defense despite uneven recent form, and Novak Djokovic's first-round exit.
- The US Open is pairing live events with gaming and metaverse platforms such as Fortnite, Roblox and Tennis Clash to reach younger fans and capture consumer signals, building on 2025 initiatives that reached roughly 20 million players and a 1.14 million attendance baseline.