U.S. Open coaching teams attract increased commercial sponsorship during tournament play

Coaches at the U.S. Open are increasingly serving as high-visibility marketing platforms for brands, with apparel and headwear frequently featuring logos for companies like Eight Sleep and Carvana. This trend has gained momentum as broadcast cameras regularly focus on player coaching boxes during matches. Rule changes beginning in 2022 that permitted on-court coaching have further increased the screen time for coaching staff. Companies often view coaches as effective partners for promoting health and recovery products because they oversee the daily preparation and routines of their players. While athletes remain the central focus of the Grand Slam, the presence of these sponsored patches on coaching gear has turned the sidelines into a venue for product placement. This shift reflects the evolving, sophisticated nature of modern tennis support teams, which now function similarly to operations in motorsports.

• 9:16 AMYahoo Sports — At the U.S. Open, the players are the stars. Their coaches are the ad boards.