VITAL PROTEINS, America’s collagen-based products and wellness supplements brand, has been announced as the presenting sponsor of the 2025 US Open Mixed Doubles Championship, becoming the first-ever official collagen partner of the US Open.
Earlier this year, the USTA unveiled a reimagined format for the US Open Mixed Doubles Championship to place greater emphasis on the historic competition. Matches, which were traditionally held in the third week of the tournament, will now take place in the first week. This shift allows top singles stars the opportunity to compete together for a Grand Slam title.
During Tuesday and Wednesday of US Open Fan Week, Vital Proteins will deliver a fully immersive brand experience – from on-site sampling to exclusive content, surprise-and-delight activations, and more – all designed to inspire fans to shake up their wellness routines. Highlights include:
* “Shake It Up” In-Stadium Action – Fans will want to keep their eyes on the Jumbotron for unexpected US Open shake-ups. Vital Proteins will also bring extra energy to the tournament with sponsored dance breaks.
* Boardwalk Sampling – Fans leaving the USTA Billie Jean King National Tennis Center after the Mixed Doubles Championship matches on 19 and 20 August will have the chance to pick up complimentary samples of Vital Proteins’ Collagen Peptides on the boardwalk near the main entrance.
* VIP Suite Experiences – Hosted by creator and podcast duo Allison Kuch and former NFL player Isaac Rochell, exclusive suite events will feature first tastings of the new Vital Proteins Collagen & Protein Shake.
* Live Podcast Tapings – Vital Proteins will collaborate with leading lifestyle podcast hosts – Allison Kuch, Josh Peck and Ben Soffer, and Taylor Strecker – for special live tapings. Recordings will take place in both the Vital Proteins suite and at the Fountain Plaza Stage on the stadium grounds, where fans are welcome to watch and listen.
The partnership will be supported by a fully integrated campaign across paid media, streaming, social platforms, email, e-commerce, influencer collaborations and PR.
The US Open Mixed Doubles Championship, presented by Vital Proteins, will be held from 19–20 August at the USTA Billie Jean King National Tennis Center in Flushing, New York.
Vital Proteins president Brian Groves said, “We’re energized to bring something new to both tennis and wellness culture as the Official Collagen Partner of the US Open. The new Mixed Doubles format is all about shaking things up, which is what we at Vital Proteins encourage people to do. Whether on the court or in your wellness routine, stepping outside the ordinary unlocks something vital, and that shared energy is what makes this partnership so dynamic.”
