American Express is expanding its partnership with the U.S. Open tennis tournament to include new experiences for fans.

Now in its 16th year, the alliance this year includes the official U.S. Open iPhone application and virtual gaming with "Challenge a Pro" and "Rally Experience" with tennis pros Sam Querrey, Shahar Pe'er, Caroline Wozniacki and Gael Monfils.

"It really brings the experience to another level as the players are integrated into interactive experiences onsite," Jessica Igoe, director of global sponsorship marketing at American Express, tells Marketing Daily.

American Express has teamed with the U.S. Tennis Association and IBM on the first-ever U.S. Open iPhone application where iPhone users can access an insider's guide with news, draws and scores, and also tune into USOpen.org Radio. Special American Express features include an interactive grounds map highlighting American Express cardmember benefits, video content with Querrey, Wozniacki, Pe'er and Monfils, and "Ask the Booth," which also allows users to submit questions that will be answered by tennis insiders throughout the tournament on USOpen.org Radio.

The American Express "Challenge a Pro" uses interactive GreenScreen technology. Fans are invited to "virtually" play against tennis pros Sam Querrey or Caroline Wozniacki on-site at the U.S. Open "SmashZone." A digital video is captured and then sent to the participant via text, MMS or email, which can also be shared with family and friends and posted to their social networks.

Via the American Express "Rally Experience," all tennis fans on-site will be able to simultaneously engage in a virtual tennis match using their mobile phone as a controller with pro players Shahar Pe'er and Gael Monfils. American Express will donate $1 to the USTA's Serves Foundation for every participant who plays throughout the U.S. Open event, up to $10,000. Players and Open attendees can watch as the number of participants is tracked along with the time of each play on a giant LED screen.

American Express is bringing back Radio Live at the U.S. Open as a benefit for cardmembers throughout the tournament, which runs Aug. 31 to Sept. 13. Fans can listen to the play-by-play commentary and match updates on CBS, ESPN2 and the Tennis Channel, while they watch the action live from the court. Fans can also hear special live interviews and player spotlights on Querrey, Wozniacki, Pe'er and Monfils. Cardmembers enrolled in the Membership Rewards program can use points to purchase tickets to the U.S. Open.

The financial services company is also sponsoring U.S. Open Guest Information, which offers attendees tournament information, along with on-site restaurant and transportation assistance.

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