The GIST: The US Open tips off today with Fan Week, a pre-tourney event that the final tennis Grand Slam organizers have capitalized on by inviting more fan (and sponsor) participation. While JPMorgan Chase has been a longtime US Open partner, the banking powerhouse is keeping things fresh in its 2025 plans for the Open as it wraps a successful year in women’s sports.
The portfolio: Like many other financial brands, Chase has been a long-term partner in women’s tennis and golf, but it’s also realizing the opportunity with women athletes and other sports. In April, the bank added WNBA star A’ja Wilson to its athlete ambassador roster and in June partnered with The GIST to promote its unique capsule collection with Round21 for the KPMG Women’s Championship, a women’s golf major.
The US Open: While Chase has teamed up with the Grand Slam for decades, it’s considering how to create experiences for what the event has become: a cultural moment. Speaking with The GIST last week, Chase sports marketing head Kate Schoff said, “The Open is not about a tennis event any longer, it’s about an entertainment event,” describing how Arthur Ashe manages to capture the buzzy allure of NYC with its celeb sightings and infamous cocktails.
The landscape: Chase isn’t the only financial brand looking to bank cool points with sports fans. During WNBA All-Star Weekend, American Express (AMEX) offered an exclusive entrance to events and cashback for AMEX card members, with loyalty programs proven to drive consumer spending.
Zooming out: While long-term sports partnerships are powerful, Chase’s refreshed approach unlocks a different appeal by teaming up with up-and-coming cultural curators and tastemakers. And being relevant matters — consumers adore cool brands.
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