• by Sarah Mahoney , Yesterday

When SharkNinja's Senior Vice President of Marketing Laura Dyer thought of hordes of sweaty tennis fans streaming into the US Open -- many via the No. 7, one of New York’s steamiest subway lines -- she saw an opportunity too good to pass up.

The brand teamed up with Aryna Sabalenka, the tournament’s reigning champ, with brand ambassadors handing out Shark’s ChillPill, tiny personal fans, as people headed to the game.

“As a brand, we want to play with and be part of cultural moments that our consumers care about,” she tells Marketing Daily. And the company had already made a big splash at the French Open this spring, with Sabalenka going viral using the fan during the tournament. “We’re capitalizing on that.”

Dyer says the tournament itself presents the kind of meaningful moment for brand connection that works best for SharkNinja. “We want to show up in ways that are authentic, and not just interruptive. We’re not just there to be there -- we’re solving a consumer problem, at a moment when they might think, 'Yes, a personal fan is exactly what I need.’”

Tennis also presents a bigger opportunity, as it continues to become more inclusive. “All different types of people are going to see tennis,” she says. “All of them are hot on the No. 7 train. We're showing up when they need us most.”

Other brands are also warming to the changing composition of the fan base. AT&T recently announced its first partnership with the United States Tennis Association (USTA) ahead of the US Open, adding tennis to its expansive sports portfolio.

"The US Open is one of the world's great sporting events, drawing the best athletes in tennis and fans from around the globe to New York every year," said Kellyn Smith Kenny, chief marketing & growth officer, AT&T, in the announcement. "We're proud to deepen our relationship with the USTA and support a tournament that has become a cultural tradition for generations of fans."

And Kalshi just announced its US Open deal, becoming the event’s first Official Prediction Market Partner. The multi-year agreement begins with the 2026 US Open Singles Main Draw, and the company will have a presence throughout the tournament, including digital platforms and on-court signage.

“We’re relentless about keeping tennis at the cutting edge of global sports innovation and fan connection,” said USTA CEO Craig Tiley, in the press release. “Partnering with Kalshi gives us an opportunity to pioneer that next generation of fan engagement while ensuring the integrity of our sport.”

Kalshi, which is also running a new tennis-themed ad, says tennis-related trading volume on the platform is 25 times higher than it was at this time last year.

Tennis participation in the U.S. has been growing for six straight years, with the USTA reporting that the sport added 1.6 million new players last year – a new high of 27.3 million total players.

Since 2019, tennis participation in the U.S. has grown by 54%. And it is growing most rapidly among people of color, with the number of Black/African American players up 14%, Hispanic/Latino players up 12%, and Asian/Pacific Islander players up 10%.

That’s corresponded with increased interest in both tournament attendance and viewing. Tickets for this year’s US Open sold out at record speed, and attendance at Wimbledon, the French Open and the Australian Open all set records.