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The U.S. Open turned exclusivity into a half-billion-dollar business, and the $23 Honey Deuce is just the beginning

The tournament pulls in more than $500 million a year by selling prestige as much as tennis—from $800 million in luxury renovations to a cocktail that moved 738,459 units.

The U.S. Open turned exclusivity into a half-billion-dollar business, and the $23 Honey Deuce is just the beginning
September 11, 2026, 12:09 PM ET
Image from article: The U.S. Open turned exclusivity into a half-billion-dollar business, and the $23 Honey Deuce is just the begi…

Jeff Dean/USTA via Getty Images

Since the dawn of tennis’s open era in 1968, the U.S. Open has grown from a two-week sporting contest into one of the most lucrative events in global sports.
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