# Official Deodorant Sponsors Dove is the US Open's Official Underarm Sponsor By Kalin Ned | Published 2026-08-12 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/official-underarm-sponsor References: [usopen.org](https://www.usopen.org/en_US/about/sponsors/dove.html)  Dove, the beauty brand known for its moisturizing products and commitment to [real beauty representation](https://www.trendhunter.com/trends/doves-super-bowl-ad), has returned as the Official Underarm Sponsor of the US Open for a second year. In 2026, the company launches the 'Don't Sweat It. Make A Racket.' campaign to celebrate the confidence, style, and fan culture surrounding the tournament. The 'Don't Sweat It. Make A Racket.' initiative centers on the [Dove Antiperspirant](https://www.trendhunter.com/trends/degree-whole-body-deodorant), which provides 72-hour sweat and odor protection, with the Dove Invisible collection offering clear application to prevent white marks on clothing. The campaign includes a short film, digital activations, a dedicated refresh destination called The Re[set] Club at the USTA Billie Jean King National Tennis Center, a collaboration with photographers to capture [tournament fashion](https://www.trendhunter.com/trends/tennis-fashion-partnership), a social content series interviewing fans, and a partnership with ten women-owned sports bars across the country where tabs will be opened for complimentary food and drinks during the Women's Finals. Image Credit: Dove ## Trend Insights (Trend Hunter) - Score: 8.1/10 - Popularity: 72% | Activity: 81% | Freshness: 89% - Audience gender: 30% men, 70% 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 ### Why This Trend Is Growing - **Category-specific Sports Sponsorships:** Narrow ownership of an overlooked fan need, such as underarm confidence, creates new sponsorship inventory beyond traditional apparel, beverage, and equipment categories. - **Event-based Beauty Utilities:** On-site refresh spaces and product-led comfort services turn personal care brands into experience providers within high-attendance cultural and sporting moments. - **Fan Fashion Content:** Tournament street style, creator photography, and spectator interviews expand sports marketing into lifestyle media where beauty, confidence, and fandom intersect. ### Industries Being Reshaped - **Personal Care:** Performance-focused deodorant and invisible application formats are reshaping everyday hygiene products into event-ready confidence solutions. - **Sports Marketing:** Brand partnerships tied to specific physical or emotional fan experiences open fresh commercial territory for rights holders and sponsors. - **Hospitality:** Women-owned sports bar collaborations connect live viewing, inclusive community-building, and sponsored food-and-beverage perks in new fan engagement models. ## Related on Trend Hunter - [Game-Day Self-Care Collections](https://www.trendhunter.com/trends/dove-x-fifa.md) - [Confidence-Inspiring Youth Beauty Campaigns](https://www.trendhunter.com/trends/the-game-is-ours1.md) - [Serum-Enriched Antiperspirants](https://www.trendhunter.com/trends/dove-clinical-care-antiperspirant.md) - [Comedian-Supported Antiperspirant Campaigns](https://www.trendhunter.com/trends/antiperspirant.md) - [Men-Targeting Antiperspirant Campaigns](https://www.trendhunter.com/trends/here-for-sweat.md) - [Wedding Day Grooming Sponsorships](https://www.trendhunter.com/trends/wedding-campaign.md) - [Effective Heavy Sweating Cosmetics](https://www.trendhunter.com/trends/dove-mencare-maximum-protection.md) - [Nostalgic Y2K-Inspired Commercials](https://www.trendhunter.com/trends/hot-like-us.md) - [Joyful Sport Campaigns](https://www.trendhunter.com/trends/the-game-is-ours.md)