Why The U.S. Open Has Become Celebrity Galore

Justin Bieber, Hailey Bieber, and Jimmy Butler look on at the 2023 U.S. Open in Flushing, NY.

David Dow/USTA

You'll see celebrities peppering Arthur Ashe Stadium for two straight weeks of the U.S. Open. In 2023, over 400 celebrities took in at least one match, a new record for the United States Tennis Association (USTA). But 2024 brings even more A-list recognition, with celebrities front and center in sponsor suites or the exclusive President's Box.

Getting those celebrities into the seats—plus on the in-stadium video boards and across social media—is often quite the feat. And one that the USTA's Nicole Kankam, director of pro tennis marketing and entertainment, has continued growing.

"In more recent years we have been very intentional about the program," Kankam tells me. "It is awesome because it really has grown over the last several years. We are in New York City. We are at the center of culture and celebrity, and we are an event that has cache."

Actor Leonardo DiCaprio and Actress Sara Gilbert at the 2023 US Open. DiCaprio has made multiple ... [+] appearances at the event over the years.

Mike Lawrence/USTA

Getting an A-lister on site isn't always a simple process. It all starts with a connection. At times celebrities reach out to the U.S. Open looking for an opportunity to join them and other times the U.S. Open reaches out to them. "We do extend invitations to A-list celebrities that are very relevant in the moment," Kankam says. "But we have over time sort of celebrity friends who are tennis fans that enjoy the event."

As the USTA cultivates those relationships, the appearance of celebrities draws more attention to the tournament. Last year alone, thanks to the social media reach of the celebrities, Kankam estimates the tournament received an additional two billion social media impressions. "Just thinking about it domestically or globally, we are constantly trying to be on the pulse on pop culture and who is relevant," she says. The USTA has Amanda Wight, director of international strategic development, helping expand the program globally.

MORE: Behind The Scenes: U.S. Open's Player Spaces

Every time a celebrity walks onto the Billie Jean King National Tennis Center it's an opportunity to capture unique content. Since the U.S. Open courts are blue, the tournament has turned the red-carpet concept blue, creating an arrival experience that offers an opportunity to welcome the celebrity but also allow content teams to get photos and videos. Of course, Kankam admits that "there are occasional opportunities where the celebrity is of such a stature we have to find alternate entrances to not create a mob scene."

Ben Stiller, Christine Taylor and Dr. Sanjay Gupta attend the second day of the 2024 US Open Tennis ... [+] Championships on August 27. (Photo by Gotham/GC Images)

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Being the largest tennis stadium in the world, with over 23,5000 seats, the U.S. Open has plenty of premium spaces to sit the stars. Often the U.S. Open works with key sponsors to bring them into their suite. "We have sponsors that have different locations, and we are managing a lot, so depending on the day—and as we get later in the tournament there are more celebrities—we have to position them in different places," Kankam says. "We try not to get focused on promising certain locations, but there is no bad seat, especially in the premium seating."

The most-used sites are the exclusive President's Box, which sits behind the baseline on one end of the court and offers prime seats for viewing and a club space behind, and the Emirates suite, one of two quad-sized suites in the stadium, this one sitting at center court on one side. Other key sponsors, such as Cadillac, Grey Goose, Dobel and Polo Ralph Lauren get involved offering space in their suites.

Anna Wintour walking the blue carpet, a celebrity entrance, at the 2024 U.S. Open. (Photo by Jean ... [+] Catuffe/GC Images)

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Kankam says it can get challenging if a celebrity wants to watch a certain player at a smaller court, as Ashe is the only stadium on site with suites, but they make it work.

Just getting the celebrity on site and seated isn't always all there is. Last year, for example, football icon Tom Brady wanted to meet Novak Djokovic. Having Brady come through the player entrance helped facilitate that and the USTA worked with agents to make it happen, with it all captured on video for key social media content. Kankam says they've added resources to help foster the relationship with both celebrity and player agents to enhance the program for all involved.

Former U.S. President Barack Obama and his wife former U.S. First Lady Michelle Obama at the U.S. ... [+] Open in 2023. (Photo by COREY SIPKIN / AFP)

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Being noticed is all part of the event, whether in a player-exclusive space away from the fans, or on the main video board in the stadium. "We like to have fun with it and, yes, they know it is going to happen," Kankam says about the video board appearance. "I think the celebrities like to have fun with it to." There comes meticulous planning and logistics in getting the celebrities on site, but when it comes time for a video board spot, the U.S. Open wants that experience organic and not scripted.

One of the biggest moments in the celebrity program happened in 2023 with the U.S. Open celebrating 50 years of equal prize money for men and women. As part of the event, they invited former first lady Michelle Obama and after she accepted spent months in the planning and logistics, working with the Secret Service as part of it to. "You can image the logistics around the Secret Service," she says. "It was months in the planning." And then came the wrinkle, Obama asked if she could bring her husband. "Yes, I think we can make that happen," Kankam says she remembers thinking about welcoming one of the most famous couples in the country, "we were able to fit in her plus-one."

While 2024 may not have the Obamas on site, the U.S. Open expects the celebrity culture to only grow. "It elevates our event for sure," Kankam says, "but the U.S. Open is a premium experience, so celebrities are attracted to that. It goes hand-in-hand."f