It’s the end of August, and that means that it’s time for the U.S. Open to kick off. The two-week tennis tournament is the sport’s last of the grand slam tournaments of the year and it offers a record-breaking $75 million in prize money. It’s not only the prize money that keeps mounting, it’s also the attendance figures. The United States Tennis Association (USTA) said ticket sales have already surpassed last year’s, which broke attendance records, indicating that the sport keeps getting more popular following a pandemic boom.
Of course, it’s a magnet for tennis aficionados, but part of the allure could also be the high-octane celebrity presence. Walking around the meticulously kept grounds, it’s not only the many matches being played on the minor courts that are the attraction; the possibility of seeing some of your favorite players up close and personal. For most, celebrity spotting is almost as exciting. For those who are not the most passionate fans of the game itself but enjoy the hoopla that surrounds it, it’s even more so.
The list of celebrities that were spotted on day one of the tournament is long: movie stars including Phoebe Dynevor, Zoey Deutch, Alec Baldwin with his wife, Hilaria, Katie Couric, Lin-Manuel Miranda and Vanessa Nadal and Kerry Washington were all seen in Arthur Ashe Stadium. Others were Vera Wang from the fashion world; reality stars from Bachelor Nation (including Peter Weber, Matt James, and Justin Tartick) and ballet dancer Misty Copeland. And in the coming days, we’re certain many more notable names will follow their lead to enjoy nail-biting matches between renowned tennis stars including Novak Djokovic, Carlos Alcaraz, Taylor Fritz, Coco Gauff, Naomi Osaka, and Iga Swiatek.
Are these celebrities all devoted to the game of tennis? Certainly, some are, but for many the main attraction has become the ‘booty bag’ that is being dangled to reel them in and walk the blue carpet for the photo-op that has become mandatory.
The sponsors have their own reasons for spending millions of dollars to lure the stars to their own luxury suites where they will be treated like the A-listers that they are, and it’s called publicity. One picture posted on a stars’ social media profile is worth about up to seven figures in free publicity for the company, according to Bob Lynch, founder and CEO of SponsorUnited, which more than makes up what the brand is spending on a sponsorship deal.
“The presence of celebrities in general tends to encourage others in the suite to share their experiences, further extending the brand’s message and generating organic exposure across various platforms,” Lynch told CNN. “Surrounding them with influencers or those with larger social followings helps.”
These ‘booty bags’ are not your run-of-the-mill goodie bags. They are a treasure trove of luxury, filled with high-end products and exclusive experiences that cater to the refined tastes of A-listers.
It’s a strategic move by the U.S. Open organizers to not only pamper these celebrities but also to add an extra layer of glamour to the event. After all, having celebrities in attendance is akin to a seal of approval that only amplifies the event’s prestige.
From the latest in tech gadgets to designer wearables, these bags are curated to impress. They serve as a token of appreciation for the celebrities who grace the event with their presence and, in turn, attract more attention to the tournament.
It’s a win-win situation where the stars get to indulge in a bit of luxury while the U.S. Open enjoys the spotlight that comes with celebrity endorsements.
