USTA Announces Immersive, Fan-Friendly — and Free — Activations for US Open

This summer’s FIFA World Cup in North America showed the power of fan experiences and activations, and how events are increasingly expanding beyond the footprint of the main show to attract new legions of fans and heighten partner brand exposure. From fan festivals to live match viewings and immersive art exhibits, these creative experiences can be just as crucial as the major sports events when it comes to driving more money back into local communities and delivering a significant tourism boom.

Tennis is now following soccer’s lead in combining sport and entertainment. In a bid to create a more accessible and fan-focused vision for the sport, World Team Tennis, the returning mixed-gender team tennis league co-founded by Billie Jean King, is introducing live-in-venue entertainment, music, and immersive technology (including real-time reality ball tracking and advanced data visualization) in partnership with Hawk-Eye Innovations.

The move for greater accessibility is being heavily driven by the United States Tennis Association, the national governing body for tennis in the U.S. As part of its “35 by 35” vision, the organization wants to reach 35 million tennis players by 2035 by creating more entry points for both players and fans.

And ahead of the 2026 US Open, which will take place from Sunday, August 23 through Sunday, September 13, at Flushing Meadows, Queens, in New York City, the USTA has announced a series of immersive, fan-friendly, and free activations that are designed to bring the energy and excitement of the US Open to fans across the city.

Among its activations are a first-ever traveling ice cream truck and a free fan experience at Manhattan’s Hudson Yards. Meanwhile, alongside a new competition YouTube series, the 2026 US Open is set to activate and champion its 2026 theme, “Celebrating our New York Story,” with unique experiences and content beyond the tournament grounds in the days before and during the event.

“We’re bringing the authentic, ‘spectacular’ experience of the US Open directly to fans across the five boroughs and to everyone watching at home,” said Nicole Kankam, managing director of pro tennis marketing and entertainment at the USTA. “‘Celebrating our New York Story’ is about honoring the deep-rooted connection between the US Open, the city we call home, and, most importantly, the fans.

“Each of these activations will deliver first-time and long-time fans the energy, the excitement and spirit of the US Open in so many new and exciting ways, all with New York City as the unmistakable backdrop.”

The Full US Open Experience at Hudson Yards

Taking place at Hudson Yards, the US Open Experience is a free, weeklong public activation that will run for the first week of the US Open Singles Main Draw.

The neighborhood’s Main Plaza surrounding the Vessel will be transformed into a fan destination, where fans of all ages are invited to take part in activities such as playing red ball tennis (a simplified version of the sport with a low-compression ball) on two 40-foot tennis courts, competing in exclusive tennis-themed gameplay (on titles such as Fortnite, Roblox, Tennis Clash and TIEBREAK – Grand Slam Edition) at the “Advantage Arena,” and sensing what it is like to walk out into Arthur Ashe Stadium through an immersive player tunnel experience.

Open daily from 11 a.m to 8.p.m., the US Open Experience at Hudson Yards will also offer entertainment options, such as:

• Live US Open Theme Art Creation: 2026 US Open Theme Artist Eugenia Mello will paint a creative rendition of the theme art during the first two days of the event.
• Official US Open Merchandise Store: A curated selection of authentic tournament merchandise will be available, including collectible match-used US Open tennis balls, which will be given away for free
• The Honey Deuce Experience: Dickinson’s Farm Stand will serve Grey Goose Honey Deuce, the signature cocktail of the US Open
• Interactive Partner Experiences: US Open partners will offer experiences, including product sampling with Heineken, La Roche-Posay sunscreen, and Lavazza coffee, fitness activation with Peloton, and viewing Polo Ralph Lauren’s suspended installation of 2,000 tennis balls forming the brand’s emblem
• Sunset Sessions: A lineup of official US Open DJs will spin live each evening from 5—8 p.m.

Free Ice Cream In Every Borough

Ahead of the start of US Open Fan Week (August 23 through August 29), the US Open has brought in its first roving ice cream truck to give away free ice cream and other surprises to fans at public courts across New York City.

The ice cream truck will visit public park tennis courts in each of the five boroughs from August 17—21, serving up chocolate and vanilla soft-serve, ice pops, and more.

The US Open free ice cream truck schedule is as follows:

• Monday, August 17: NYJTL Cary Leeds Center, Crotona Park, Bronx (12-4 p.m. ET)
• Tuesday, August 18: Riverside Park Tennis Courts, Upper West Side, Manhattan (1-6 p.m. ET)
• Wednesday, August 19: McCarren Park Tennis Courts, Williamsburg, Brooklyn (1-6 p.m. ET)
• Thursday, August 20: Silver Lake Tennis Courts, Silver Lake Park, Staten Island (1-6 p.m. ET)
• Friday, August 21: Astoria Park Tennis Courts, Astoria, Queens (3-6 p.m. ET)

New YouTube Series

Rally the Boroughs is the name of the US Open’s new, competitive YouTube series.

Across five episodes on the US Open’s YouTube channel, three teams of tennis enthusiasts will race across all five New York boroughs to solve clues, conquer unique challenges at various landmarks, and meet some tennis and local icons along the way. The teams will battle to win a US Open prize package, which includes tickets to the 2026 US Open Singles Finals.

The series premieres on August 15, with new episodes dropping daily each Saturday, through September 12.