US Open Tennis Championship

Introduction

The US Open Tennis Championship has evolved into far more than just a Grand Slam tournament. From a commercial perspective, it has grown into one of the most lucrative, influential, and strategically managed sporting events on the global calendar. Operated by the United States Tennis Association (USTA), the US Open has become a financial and marketing juggernaut, showcasing innovation, audience growth, and profitability.

By 2024, the US Open had broken attendance records, increased prize money to historic highs, expanded broadcast reach, and enhanced fan experiences—all while positioning itself at the forefront of the global tennis economy. This report analyzes the tournament's market dynamics through three key lenses: viewership and attendance, financial performance, and business outlook.

Viewership and Attendance

Record-Breaking Attendance

The 2024 US Open shattered its previous attendance records by drawing 1.05 million fans, making it the first Grand Slam tournament to exceed the 1 million attendee milestone. This growth is part of a clear upward trend post-COVID, beginning with 850,000 attendees in 2019 and steadily climbing across 2022–2024.

• 2022: 0.89M (+4.08%)

• 2023: 0.96M (+7.81%)

• 2024: 1.05M (+9.53%)

This consistent year-over-year growth highlights the tournament's increasing appeal and the success of strategic improvements in stadium experience, fan engagement, and marketing.

Broadcast Viewership Trends

Despite rising attendance, television viewership of the US Open Women’s Final has seen variability over the years. While Serena Williams' peak years drew strong viewership (6.2M in 2013), recent finals have seen more modest numbers:

• 2023 (Gauff vs. Sabalenka): 3.4M viewers

• 2024 (Sabalenka vs. Pegula): 1.6M viewers

The variability is often driven by star power and narratives. Finals involving Serena Williams, Naomi Osaka, or Coco Gauff tend to garner higher interest. Gauff, as the top American and ranked world No. 3 in 2025, remains a valuable draw for domestic viewers.

Generational Interest

The tournament has seen rising interest among younger age groups, which bodes well for its long-term commercial health. According to Statista, interest levels from 2021 to 2024 grew sharply among:

• 18–24-year-olds: 13% to 25%

• 25–34-year-olds: 17% to 26%

• 35–44-year-olds: 17% to 26%

The data points to a generational shift in fan engagement, suggesting the success of youth-oriented digital campaigns and culturally relevant marketing efforts.

Financial Performance

The US Open has become the financial engine of American tennis. It comprises 90% of the USTA’s annual revenue, and its consistent growth has allowed the association to invest in infrastructure, player compensation, and fan experience.

Revenue Growth

From 2020 to 2024, operating revenue more than tripled, jumping from $181.2M in 2020 to $559.7M in 2024. Notably:

• 2021: $406.2M (+124.2%)

• 2022: $472.2M (+16.2%)

• 2023: $514.1M (+8.9%)

• 2024: $559.7M (+8.9%)

The recovery from the pandemic-era 2020 tournament has been particularly strong, with annual growth rates stabilizing around 9% over the past two years.

2023 vs. 2024 Breakdown

The US Open's financial gains from 2023 to 2024 include:

• Total Revenue: $580.8M → $623.8M (+7.4%)

• Operating Revenue: $514.1M → $559.7M (+8.9%)

• Ticket Revenue: $185.4M → $208.5M (+12.5%)

• Sponsorship Revenue: $122.5M → $130.5M (+6.5%)

• Corporate Hospitality: $71.0M → $83.3M (+17.3%)

• Broadcast Revenue: $142.9M → $145.0M (+1.5%)

The strongest growth was seen in corporate hospitality, reflecting heightened demand for premium experiences and suites. Ticket revenue also saw double-digit growth.

Full Breakdown

Prize pool spending increased significantly from $75M in 2024 to $90M in 2025, marking a 20% increase. The share of total operating revenue spent on player compensation now stands at over 15%, a key issue in ongoing negotiations between players and tournament organizers.

Other notable increases:

• Singles champions now earn $5M (+39% from 2024)

• Finalists: $2.5M (+39%)

• Semifinalists: $1.26M (+26%)

• Quarterfinalists: $660,000 (+25%)

• Main draw qualifiers: $110,000 (+10%)

• Mixed doubles winners: $1M (5x 2024's $200,000 payout)

These increases have been seen as strategic responses to the growing chorus of player complaints over the relatively small share of revenues they receive compared to other pro sports.

Broader Business Context

Rising Costs, Rising Expectations

The USTA is investing heavily into infrastructure with an $800M renovation project to be completed by 2027. The new plan includes:

• Luxury suites and 2,000 lower-bowl seats at Arthur Ashe Stadium

• A $250M player performance center

• Broad site-wide fan experience upgrades

The association has committed $90M of capital toward this initiative as of December 2024. With construction expected to avoid disruption of the 2025 and 2026 events, the US Open is making a clear statement about long-term positioning.

Commercial Partnerships and Premium Pricing

The event now boasts 25 official sponsors, including longstanding partners like Wilson and Ralph Lauren. Branded experiences such as:

• Honey Deuce cocktails (sold 556,000 units in 2024, earning $12.8M)

• $39 Watermelon Slice cocktails introduced in 2025

...are examples of elevated price strategies aimed at high-spending patrons. Deloitte’s case study on the US Open has credited data-informed marketing and personalized fan journeys as key to monetizing the event's luxury positioning.

Player Activism and Financial Reforms

Amid rising revenues, player unrest has increased. In 2025, Grand Slam players—led by stars like Novak Djokovic—have pushed for better revenue sharing, citing that:

• NFL, NBA, and MLB players receive ~50% of league revenues.

• Tennis players receive only ~15% at Grand Slams.

A recent lawsuit filed by the Professional Tennis Players Association (PTPA) highlights the growing pressure on Grand Slam tournaments to rethink financial distribution models. The USTA’s latest increase in prize pool, particularly for later rounds, reflects an attempt to address this issue.

PTPA has since dropped its lawsuit against the Grand Slams, citing "productive discussions," though the ATP and WTA remain in legal dispute.

Conclusion

The US Open Tennis Championship stands today not just as a marquee sporting event, but as a multi-million-dollar case study in modern sports-business strategy. From record-breaking attendance and rising interest among young fans to revenue growth and growing player activism, the tournament is at a dynamic crossroads.

On one hand, it has become a masterclass in maximizing live event experiences and extracting value from sponsorship, hospitality, and digital engagement. On the other hand, the question of how fairly that revenue is shared with players will define much of its next chapter.

With an expanded 15-day calendar, massive infrastructure investments, and the sport’s top talent calling for financial reform, the 2025 US Open is not just growing—it’s transforming. It is no longer enough to be a Grand Slam in name; the US Open is setting the standard for what it means to be a 21st-century, commercially savvy sporting event.

Whether that growth can be equitably sustained, for both players and stakeholders, will be the test of the USTA’s leadership in the years to come.

Sources & References

Deloitte. (n/d). Elevating the US Open brand and experience. https://www.deloitte.com/us/en/what-we-do/case-studies/future-of-usopen-tennis.html 

Forbes. (2025). $39 Cocktails, $90 Million In Prize Money: The 2025 US Open By The Numbers. https://www.forbes.com/sites/sofiachierchio/2025/08/21/2025-us-open-tennis-by-the-numbers/ 

SBJ. (2025). USTA financials show US Open revenues up again. https://www.sportsbusinessjournal.com/Articles/2025/04/28/usta-financials-show-us-open-revenues-up-again/#:~:text=By%20Rob%20Schaefer,to%20$145M%20in%202024

Statista. (2025). Level of interest in the US Open tennis competition in the United States from 2021 to 2024, by age group. https://www.statista.com/statistics/1493901/us-open-public-interest-us/ 

Statista. (2025). Number of attendees at the US Open from 2019 to 2024. https://www.statista.com/statistics/1620252/us-open-attendance-tennis/ 

Statista. (2025). TV viewers and ratings of the US Open women's final in the United States from 2010 to 2024. https://www.statista.com/statistics/619666/us-open-womens-final-viewership/ 

US Open. (2024). By the numbers: Facts and figures from the 2024 US Open. https://www.usopen.org/en_US/news/articles/2024-09-08/by_the_numbers_facts_and_figures_from_the_2024_us_open.html 

Yahoo Sports. (2025). US Open announces record $85M tennis Grand Slam prize money amid player unrest. https://sports.yahoo.com/article/u-open-announces-record-85m-151604028.html