# Performance-Supporting Collagen Partnerships Vital Proteins is US Open's Official Collagen Partner By Kalin Ned | Published 2026-08-18 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/official-collagen-partner References: [stltoday](https://www.stltoday.com/online_features/press_releases/article_94a897a8-c391-5715-9e5e-17872f94a68c.html)  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](https://www.trendhunter.com/trends/tommy-paul), and [on-site fan experiences](https://www.trendhunter.com/trends/the-lalo-clubhouse) 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 ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 36% | Activity: 53% | Freshness: 91% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### 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. ## Related on Trend Hunter - [Joint Health Protein Supplements](https://www.trendhunter.com/trends/biogen-clear-whey-with-collagen.md) - [Multi-Benefit Collagen Supplements](https://www.trendhunter.com/trends/maxi-nutrition-collagen-peptides.md) - [Skin-Supporting Collagen Sodas](https://www.trendhunter.com/trends/collagen-sparkling-water.md) - [Collagen-Powered Pop-Ups](https://www.trendhunter.com/trends/vital-diner.md) - [Protein Collagen Blends](https://www.trendhunter.com/trends/protein-collagen-blends.md) - [Four-In-One Collagen Powders](https://www.trendhunter.com/trends/sparkle-wellness.md) - [Multi-Functional Collagen Supplements](https://www.trendhunter.com/trends/collagen-protein-peptides.md) - [Performance-Driven Athletic Tennis Partnerships](https://www.trendhunter.com/trends/miami-open.md) - [Collagen-Enriched Milk Products](https://www.trendhunter.com/trends/puleva-vita-calcio-colgeno.md)