The U.S. Open is a pivotal tournament for the world’s best tennis players to showcase their talents on the court. But for major brands: Grey Goose, Dobel Tequila, American Express and Ralph Lauren, it serves as a high-stakes contest for visibility and influence among tennis fans.

The moment fans step through the gates of the venue in Flushing Meadows, Queens, New York, they are inundated with brands that have turned the tournament into a powerful lifestyle marketing stage, according to Shawn French, founder and host of "The Determined Society" podcast.

The brand activations surrounding New York's famed Arthur Ash stadium show how the U.S. Open "has evolved into more than a tennis championship—it’s a luxury lifestyle platform where spirits, style, and sport collide to reach a global, hi

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