The U.S. Open’s $800 Million Bet on Luxury Fans

NEW YORK — The United States Tennis Association is undertaking an $800 million physical transformation of the Billie Jean King National Tennis Center in Queens, the largest capital project in U.S. Open history. The work is designed to reshape Arthur Ashe Stadium and its surrounding grounds around premium hospitality, exclusive corporate suites, and high-end fan experiences.

The tournament’s expanding reach was reflected in estimates from analytics firm GhostCom, which projects that the 2026 U.S. Open will generate $369.7 million in incremental consumer spending across New York City. Hotels, restaurants, nightlife, and retail sectors are expected to benefit from that spending.

The facility is leased from the City of New York, with rent payments tied to tournament revenues. Its current public park home in Flushing Meadows-Corona Park dates to 1978, when the tournament moved from the private West Side Tennis Club in Forest Hills under then-USTA President W.E. “Slew” Hester.

In 1997, the venue underwent its previous major structural shift with the opening of the 23,771-seat Arthur Ashe Stadium, the largest tennis-only stadium in the world. The USTA later added a $150 million retractable roof to Ashe in 2016 to combat weather delays, followed by the rebuilding of Louis Armstrong Stadium with its own retractable roof in 2018.

The tournament’s three-week run generated $559.6 million in operating revenue in 2024. That amount accounted for roughly 90% of the USTA’s $623.8 million in total revenue, according to the organization’s audited financial statements.

Operating revenue rose 9% from the $514.1 million generated during the 2023 tournament. Expenses totaled $282.2 million in 2024, leaving an operating surplus of approximately $277.4 million and a profit margin of nearly 49%.

Premium ticketing has become a central part of that financial model. Total ticket sales brought in $208.5 million in 2024, while corporate hospitality and specialized luxury services generated another $83.3 million. Entry-level tickets remain available as the tournament continues to monetize its elite areas.

Attendance has also grown. The 2024 tournament drew 1.04 million fans, the first time the event surpassed one million visitors, and the record rose again in 2025 to approximately 1.14 million.

“They’re not necessarily so into tennis, but more into the scene and wanting to be there,” Kirsten Corio, the USTA’s chief commercial officer, told Curbed. The crowd includes a substantial segment of affluent, non-traditional sports fans attracted to the event’s social environment.

Player compensation remains a significant expense. Total prize money and player compensation reached a record-high $75 million in 2024, with the men’s and women’s singles champions each receiving $3.6 million.

The U.S. Open’s equal-prize-money policy dates to 1973, when it became the first of the four Grand Slam tournaments to offer equal pay to male and female competitors after a campaign led by Billie Jean King.

Corporate partnerships produced more than $130 million in 2024. The tournament maintained 27 corporate sponsorship agreements, including relationships with Rolex, Tiffany & Co., Ralph Lauren, Emirates, American Express, and Grey Goose.

Broadcasting rights generated approximately $145 million that year. ESPN has been the tournament’s exclusive domestic broadcaster since 2015, and the sports network recently finalized an 11-year extension with the USTA that will keep the U.S. Open on its platforms through 2037.

The value of the event to corporate partners is also visible in its luxury concessions. During the 2025 tournament, Grey Goose reported sales of 738,459 Honey Deuces, a $23 cocktail made with vodka, lemonade, raspberry liqueur, and a skewer of honeydew melon balls. The beverage generated roughly $17 million in revenue during the event.

Ralph Lauren, the tournament’s official outfitter, uses the U.S. Open to showcase and retail high-end apparel collections priced in the hundreds of dollars, drawing on the intersection of sport, fashion, and social status.

Some critics have said that rising ticket, food, and merchandise costs risk pricing out average tennis enthusiasts. Consumer demand has shown no signs of slowing down, while the planned $800 million in structural upgrades is set to introduce even more premium inventory to the Queens site. The USTA remains committed to pairing world-class athletic competition with high-end luxury entertainment.