The US Open tips off today with Fan Week, a pre-tourney event that the final tennis Grand Slam organizers have capitalized on by inviting more fan (and sponsor) participation. While JPMorgan Chase has been a longtime US Open partner, the banking powerhouse is keeping things fresh in its 2025 plans for the Open as it wraps a successful year in women’s sports.

With Wimbledon coming up, SponsorPulse followed up 2024 data insights on Wimbledon fandom in the U.S., illustrating the fan profile and opportunity for brands to engage as the British Grand Slam faces growth challenges.

On Sunday, Front Office Sports detailed how luxury watchmaker Rolex has been putting on a decades-long clinic on how to win over tennis fans and become synonymous with the sport. Rolex offers key insights into how brands new to sports (and new brands, period) can capitalize as early adopters in women’s sports.

Yesterday, Saudi Arabia’s Public Investment Fund (PIF) built on its expansive partnership with the WTA by launching the PIF WTA Maternity Fund Program, the first in women’s sports history to offer paid maternity benefits to self-employed athletes.

Yesterday, NYC–based investment firm Blue Owl Capital built on its unique US Open advertising strategy with a marquee tennis sponsorship spanning all four Grand Slams. The company will focus on partnering with lower-ranked challengers to optimize its bets for outsized ROI, while also leveling the endorsement playing field court.

Last March, the WTA established WTA Ventures, a unique strategic partnership with CVC Capital Partners to create a commercial branch of the women’s tennis tour dedicated to boosting revenue and ROI for the tour. And now the results are in: WTA Ventures increased its revenue by 24% in its first year, setting a new record for the tour.

The WTA Finals are well underway in Riyadh as Saudi Arabia serves as a first-time host. The tournament competition is heating up, but so is the controversy around holding it in the country, leaving questions about whether the move was truly worth it for the WTA and its partners.

The 2024 US Open has already seen record attendance this year, and ESPN is leaning in. On Wednesday, the sports channel announced a new 12-year media rights extension with the United States Tennis Association (USTA) to remain the Grand Slam’s exclusive broadcaster through 2037.