Behind the camera lens, we’ve witnessed firsthand how the identities of legacy tournaments like Wimbledon and the US Open tell their own stories. One exudes spectacle whilst the other preserves exclusivity.

Capturing content isn’t just about the big headlines but embracing the subtle details. By staying in their own lanes, they each hold enough prestige to attract world-class partners on their own terms. Those that can bridge the gap, agile enough to sponsor both, are rare. They see the value in identity and how it integrates with fan engagement.

The US Open is unlike any other Grand Slam in tennis. It’s bold, high-energy, and unapologetically modern, much like the country it represents. It was also the first Grand Slam to offer equal prize money to male and female players, a groundbreaking moment sparked by Billie Jean King in 1972. After winning the US Open that year, she demanded equal pay and got it. That move didn’t just change tennis; it set a new standard for gender equality in sport. And that spirit of pushing boundaries has remained at the heart of the tournament ever since.

The 2025 campaign theme, Spectacular Awaits, couldn’t be more fitting. The US Open doesn’t just live in the world of tennis; it lives at the intersection of sport, entertainment, and culture. It’s where tradition meets transformation.

This is especially evident now, as tennis undergoes a wave of change, including talk of a more modern, streamlined calendar. A proposed “Premium Tour” could mean more unified scheduling and global cohesion, but also a shift away from long-held traditions.

The US Open isn’t waiting on the sidelines. It’s already making moves, such as introducing high-profile mixed doubles partnerships. One standout example: 2021 US Open winner Emma Raducanu teaming up with five-time Grand Slam champ Carlos Alcaraz. A media and commercial dream, no doubt, but it raises questions. Could this focus on big names and entertainment value overshadow specialist doubles teams, and potentially cost them title opportunities? It’s a trade-off between innovation and tradition that’s becoming more common in today’s tennis landscape.

Commercially, the US Open takes a very different approach from its more reserved counterpart, Wimbledon. Around 15–30% of its revenue goes directly to player prize money, meaning sponsorships aren’t just welcome, they’re essential. The US Open has built a sponsorship model that thrives on diversity and flexibility. With a tiered system that allows for a wide range of partners, brands can reach audiences through digital ads, LED billboards, court signage, and in-person activations. These activations aren’t just flashy; they create genuine moments of connection between fans and brands, offering experiences that can’t be replicated through traditional advertising alone.

 

 

View this post on Instagram

 

A post shared by US Open (@usopen)

Compare that to Wimbledon, and the contrast is stark. Wimbledon takes pride in its minimalist, highly curated commercial presence. This year, just 17 official partners were recognised, sparse by modern sports standards. But that’s by design. Wimbledon protects its image fiercely, working only with brands that align with its legacy and values. Iconic partnerships like the 123-year relationship with Slazenger, or the unmistakable presence of Rolex and Ralph Lauren, aren’t just sponsorships; they’re part of the fabric of the event. The visual difference is clear too: Wimbledon’s courts remain clean, free of excessive branding. That restraint is part of what makes it iconic.

 

 

View this post on Instagram

 

A post shared by Slazenger (@slazenger_sport)

That said, Wimbledon’s commitment to tradition hasn’t stopped it from evolving. Digital innovation is becoming part of the picture, and there’s ongoing debate about how much further it might go. Estimates suggest Wimbledon could earn an additional £50–100 million per year if it opened up to broader commercial opportunities. But for now, it’s choosing to protect its heritage, rather than chase every revenue stream.

The real story here is one of contrast. The US Open represents the new era of tennis: fast-moving, inclusive, commercial, and deeply embedded in pop culture. It’s about reaching new audiences, embracing change, and leveraging every possible touchpoint to grow the sport. Wimbledon, on the other hand, stands as a monument to tennis tradition. Its approach is about exclusivity, heritage, and a kind of timeless elegance that’s becoming increasingly rare in global sports.

Still, change is happening everywhere. Whether it’s the modernisation of tournament structures, the rise of athlete branding, or shifts in fan expectations, no tournament can afford to stand still for long. The question is: how far will each Grand Slam go in balancing progress with tradition?

For now, the US Open continues to lead with energy, spectacle, and openness. Wimbledon remains the quiet powerhouse, rooted in legacy. Together, they tell the story of tennis today, where the old and new are constantly in play, and the future is as dynamic as the sport itself.