U.S. Open Sponsors Will Serve On-Site Digital Activations to Tennis Fans

Heineken, Mercedes-Benz among brands looking to score

When the hordes of spectators descend on the Billie Jean King National Tennis Center in Queens, N.Y., this week for the U.S. Open, brands will pull out all the stops to lure them into their booths. From robots that zoom around to challenges that test fans’ ability to break tennis- themed world records, marketers will serve up on-site digital activations with an extra spin.