Vital Proteins has returned as the Official Collagen Partner of the US Open for a second year and is also serving as the Presenting Sponsor of the Mixed Doubles Championship. This strategic multi-year agreement includes a high-stakes sweepstakes tied to final-set tiebreaks in Main Draw Singles matches starting in the Quarterfinals, a partnership with tennis star Jessica Pegula, and on-site fan experiences such as the Collagen Court challenge and product sampling.
As the Official Collagen Partner of the US Open, Vital Proteins helps transform a passive viewing experience into an interactive, reward-driven event, where fans can enter for a chance to win over $250,000 worth of collagen products and two grand prizes — one offering a luxurious trip to the 2027 US Open finals with a helicopter ride, and another providing a $15,000 wellness investment.
Performance-Supporting Collagen Partnerships
Vital Proteins is US Open's Official Collagen Partner
Trend Themes
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Sports-wellness Sponsorships — Collagen and performance nutrition brands are finding new relevance through premium athletic partnerships that blend credibility, fan engagement, and product trial.
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Reward-driven Fan Experiences — Sweepstakes tied to live match outcomes create opportunities for brands to turn passive spectatorship into participatory entertainment with measurable consumer interaction.
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Athlete-led Functional Nutrition — Endorsements from high-profile competitors help position wellness products as part of everyday performance routines beyond elite sports contexts.
Industry Implications
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Functional Nutrition — Collagen brands can expand category appeal by connecting beauty, recovery, and mobility benefits to culturally visible sporting moments.
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Sports Marketing — Major tournaments provide a platform for sponsors to integrate sampling, gamified challenges, and aspirational prizes into fan-facing brand ecosystems.
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Experiential Retail — On-site activations at live events offer packaged goods companies a direct channel for immersive education, immediate trial, and loyalty-building engagement.