USTA agrees multi-year US Open deal with BodyArmor sports drink
The US Tennis Association has signed a multi-year commercial partnership with BodyArmor, a sports drink brand.
The BodyArmor Lyte brand becomes the official sports drink of the US Open, the hard court grand slam tournament which this year starts on 31 August at Flushing Meadows in New York.
BodyArmor products will be available to players in their locker rooms during the tournament, as well as in practice matches beforehand, and in training facilities.
The partnership will also be activated “via digital and social integrations, mass-awareness media, and retail activity with Team BodyArmor athletes and partners”, according to a statement.
Naomi Osaka, the American star who won the tournament in 2018, is one of those BodyArmor ambassadors.
Lew Sherr, the USTA’s chief revenue officer, said: “We are proud to make BodyArmor products available to the US Open athletes to commence the partnership… We appreciate their commitment to giving back to the sport.”
Michael Fedele, BodyArmor’s vice-president of marketing, added: “BodyArmor has called Queens, New York, home since the brand was founded, and we’re thrilled to be part of the US Open.”
The US Open will this year be played behind closed doors because of the ongoing coronavirus pandemic, and will be the first grand slam to take place since the Australian Open in Melbourne, back in January.
Several high-profile players, however, including defending men's and women's singles champions Rafael Nadal and Bianca Andreescu, have decided not to play in the tournament this year, citing the health risks.
Other players, including Australian Nick Kyrgios, China’s Wang Qiang and former French Open winner Jelena Ostapenko, have also decided not to travel.
However, earlier this week men’s world number one Novak Djokovic, who has already had coronavirus after hosting an exhibition event in the Balkans without social distancing protocols in place, confirmed he will be involved in the event.
The USTA, despite the continued rise in cases in the country, has always been adamant that the event will go ahead in its scheduled time slot.