HIn August, the US Open revolves in Queens with constantly medium consumption rituals. Not only bought fans, but they perform it: The Honey Deuce $ high for Instagram, which is a $ 40 lobster list that was published before the first service, which is the chicken troops covered with a $ 100 caviar purchased on the flavor. Tennis has not been the cheapest day outside, but recently, the shock of stickers appears as a barrier less than this point. The signs of prices are the signs of festivals, evidence that what was previously a championship with luxury dialects has turned into a cultural occurrence. It seems noticeably a short time, the New York specialization has become a lower sporting event than the ambitious brand.
The final Grand SAM championship for this season, which concludes on Sunday with the final of the men of common men between Janek Anir and Carlos Alcaraz, is unprecedented by its roots in Tony as part of the “Social Season” in New York, but his recent development has exceeded a major sporting event in the economy of a festival. This sport still exists-discrimination stones, gatherings that connect the lung, and after night excitement-but the real main clouds are the cocktails that are priced like small bond problems, and the blocks affecting a bucket with a brand and dating bucket. The scene is not a thunderbolt game from Sinner or Aryna Sabalenka powerful power, but whether Malle is Anna Winner plus one or Rahma cream from Subway takes Celit Celitz before or after it dries Deuce. This libation, once just lemon juice and gentle vodka in a memorial cup, mutated into Inflation challenge Fetish object with its Merch line. The entire stalls now sell honey shirts and pastel pastel caps, so that you can broadcast the waterproof of the watermelon for a long time after the difficulty of the difficulty fades. It is a drink less than a privilege, or alcoholic pop music, evidence that you have not only attended the open: you have consumed, published, and published, StackedI wore it and recycled it in the personal brand.
The open, known as the United States National Championship until 1968, has been shown every year since 1881, but it determines the feature over the past decade or so extensionTime, spatial, financial, increasingly, economic. Starting this year, the tournament expanded its mark by starting on Sunday instead of the two, and the familiar shape extends for 14 days to 15, or actually 20 if you calculate A controversial double event, double-coup Previous week. It is no longer only two weeks in late August and September, when the day of the workers’ overlapping, but it was a two-month stay in the Flushing Meadows-Corona, which was paid off to lead your time and money only, but your summary. The Award Fund for this year increased to $ 90 million (66.6 million pounds), and the highest events in the history of tennis and a joke by 20 % from 2024. The last shift for three years Which expanded the foot of the square of the property). A player’s performance center is worth $ 250 million, along with it, as it was filmed to house 2,800 athletes and athletes, all of whom are part of the global armament race in sports infrastructure. The luxury standard in Wimbledon is no longer sufficient; The pressure now is to keep up with Indian wells and Madrid as well.
In today’s climate, the most important currency is attention. Once in the United States, it was present in collective imagination for two weeks; Now it leaks through August and September, supported by the Celebrity Program in the USTA, and the stimulation of influential, and yes, the dating offer at the new home. Game, Set, Matchmaker – eight couples on the first dates that were filmed around the earth – is a clear attempt to kidnap the economy of the Love island and make the tendency of tentube on YouTube. It may spoil the traditions, but it is completely from the championship that now produces a lot of reality TV as the actual reality does.
Amanda White, director of international strategy at USTA, Marketing and Celebrity Management, became Empire, this circle. A A soft New York Times On Thursday, she detailed how she grew up in a small hunting village in southern Australia, however they now know exactly when the SUV Gigi Hadid rises to the president’s gate, a colored band slips its wrist and accompanied by Playx of Photogs on the blue carpet. In another life, you may coordinate the DJ collection in the desert; Now you reserve Olivia Moon and John Mawlani in Ash and ensure that Silve Coco Goffs with Simon Bells makes his way to Instagram. Celebrities are no longer “falling”. It is recruited, recorded and tracked like the assets in the derivative wallet. Usta stimulates advisors to measure the engagement value for each famous face: how many publications, number of signs, and the number of millions of impressions. These numbers determine if you get another invitation. The Open has built its influence exchange, as future contracts traded the Queen Latifah Instagram story. If you are wondering why your extracts are poor with personal photos taken inside ASHE, and often with a mandatory stage such as “Americanxpress” or Jpmorgan Chase, UAE or some random make -up brands, it is not an accident. From P1 paddocks to NBA Front Rows, SPORTS Modern All Court Star Power. But in New York, the open turned it into something close to an artistic shape. Sometimes, it seems less like stopping in the tennis tour more than just a light -fashioning week. Double as a runway, and shepherd wings as width vaccines.
Trademarks have always been hovering around tennis, but now they have colonized every space across land. Rolex maintains his air -conditioned air conditioner where you can hear Novak Djokovic extending to himself while cutting the carrot cake with politely covered chocolate tennis balls. It looks like a Geneva viewing exhibition disguised in a tennis match, which is a wonderful temple of accuracy, where Dynona of $ 300,000 on an inclusive wrist like the result. A few sections away, Graza Olive Oil leads a matrix of the lower box seats packed for digital, influential and fashionable creators. If Rolex is high -end fashion, Graza is street clothes – both of which are sewn equally in the cultural fabric of the United States. VIP and VVIP service levels inside Ash have always caught my attention from the first year that covers the open in 2008-there were always different restaurants and hospitality experiences exclusively available to different levels of excellent ticket holders-but the current setting has reduced it to new levels of late late.
From the perspective of work studies, the paradox is blatant: the children of the ball sweat during 10-hour attacks, and the franchise workers roam food at a price such as good food, facilities employees who remove garbage and re-storage bathrooms, and surveying security guards in QR symbols to maintain their economy move-where celebrities can slip through a stored experience and a stage after it. The festival’s economy, whether at the desert temperature or the temperature of the meadows, extends over a few wages that serve a few excessive exhibitions. To date, socially, it’s more complicated. The open has long proudly and markets himself called “Slam’s Slam”: No 7 Subway Rides, noisy night sessions exceeding two in the morning, and Hudd from ASHe is repeated on Roosevelt Street when a match starts in a fifth group. This energy is still real and frequent, but it is increasingly liquidated through the performance of the fan and the lack of unbelievable conversation during the matches, especially within the main stadium. The attendees are no longer only about watching; It is related to watching viewing. For an increasingly sub -group of fans, this means converting the open into content. Taylor Fritz, the friend of Morgan Ridel, is called the name By the Times He also argued “the most famous women in men’s tennis”, he argued that “Fangirls” leads the memes and date. Tommy Paul Khatib, founder of Boy Derry Boy Beige Lorenz, folds work on her lifestyle blog. They are not only spectators, but the producers, and they deal with Ash as a stadium and studio.
This media theory will call the victory of the economy. What USTA and her sponsors have been turning for a two -week championship into an endless summary. The result is a hybrid group of competition and content, where it was cut Kevin Hart is walking from a wing or Kylie Jenner-Timothée Chalamet Hard Launch No less important than the next break. Anything that is popular becomes an author, as Chris Black, the podxter consultant and the Vepey consultant. The open is not different.
However, it seems that the fans love him. The attendees issued one million for the first time last year. It seems that every person you follow on Instagram or Tiktok exists. For all complaints related to how to pass lands that are used to cost $ 60 (not for a long time), or how tickets are diluted directly to the resale market and never reached the box office at the nominal value (unconfirmed but may be correct), and it may still be more expensive than fans. Normies complain of the moving zoo, then we click it. It is the same contradiction that keeps Cochlla Over and Art Basmas of retail marks during one inch of her life. In this sense, the open is the basis and Windsock: It puts a tone for how to fill sports as a culture with the opposite of the social economy in which we already live.
Is this? bad? From one angle, yes: the commodity of everything can be considered from the caviar poultry to celebrities, as being subject or obscene. But from another, it is simply the way we live now. Tennis is not fortified from the initial logic of viruses, and if the price of cultural importance is a $ 23 cocktail, which is a noticeable Hodi, a YouTube dating offer and a 20 -day time schedule, this may be a guarantee of a deal that we have already entered a long time ago. The ball is still playing, but somewhere between Queens and Indio, the United States Championship has become its own championship: less than the front and the rear rich more than personal photos, care and bounce.