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.
Image Credit: Vital Proteins
What's Driving This Trend
- Sports-wellness Sponsorships
- Collagen and performance nutrition brands are finding new relevance through premium athletic partnerships that blend credibility, fan engagement, and product trial.
- 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.
- Athlete-led Functional Nutrition
- Endorsements from high-profile competitors help position wellness products as part of everyday performance routines beyond elite sports contexts.
Who This Affects Most
- Functional Nutrition
- Collagen brands can expand category appeal by connecting beauty, recovery, and mobility benefits to culturally visible sporting moments.
- Sports Marketing
- Major tournaments provide a platform for sponsors to integrate sampling, gamified challenges, and aspirational prizes into fan-facing brand ecosystems.
- Experiential Retail
- On-site activations at live events offer packaged goods companies a direct channel for immersive education, immediate trial, and loyalty-building engagement.
