From Court to Content: US Open 2026 Biggest Social Media Moments

The US Open 2026 was about more than what happened on the court. Athletes, creators, celebrities, brands, and fans turned the tournament into a nonstop social media moment, showing how major sporting events can become full-on content takeovers. 

From more creators getting behind-the-scenes access to players making their own content, the US Open provided plenty to talk about. Brands joined in with memorable experiences, while US Open ads, Reels, and rising engagement kept the action going long after the matches ended.

Creators Got a Front-Row Seat at the US Open

The US Open has become both one of the biggest sporting events and a massive content opportunity. In 2026, the tournament leaned even further into creators, giving fans more ways to experience the action through exclusive moments, personal perspectives, and social-first content. 

The US Open Doubled Down on Creator Access

The US Open invited 100 creators in 2026, nearly double the 54 creators invited in 2025. That growth shows just how valuable social content creators have become to major sporting events. Creators bring their own audiences and a more social-first perspective to the tournament. Instead of relying only on traditional coverage, tennis fans can see the US Open through dozens of different lenses. 

The bigger takeaway? The US Open isn’t just creating content; it’s creating opportunities for creators to make their own unique social posts.    

100 Creators, 5.5 Million+ Engagements

According to the USTA, creators generated more than 5.5 million engagements across social media during the 2026 US Open. That’s the power of giving creators something worth sharing. Their content can take an event far beyond the people in the stands and put it directly into the feeds of millions of potential and avid fans.

The US Open 2026 Athletes Became Creators Too

Content creators and influencers aren’t the only ones shaping the tournament’s social presence. The athletes themselves are becoming content creators, turning matches into opportunities that extend far beyond the match point. From practice clips and match-day routines to reactions, locker-room moments, and personality-driven posts, athletes are giving fans a closer look at the person behind the player. 

A match might last a few hours, but the content opportunity can last all day, and social media gives athletes a chance to tell their own stories instead of relying solely on traditional sports coverage. For marketers, there’s a simple lesson here: personality matters. Give fans a reason to follow both the person and the performance. 

Grey Goose Turned a Signature Drink Into a Viral Moment 

Grey Goose became one of the most recognizable brands around the US Open, thanks in large part to the Honey Deuce cocktail. Now in its 20th year as a US Open partner, the Grey Goose brand has become part of the tournament’s visual identity, with its tennis-inspired presentation and collectible cups.

When the Product Becomes the Photo Op

The Honey Deuce isn’t just something to sip courtside; it’s a photo opportunity. When celebrities and fans are seen enjoying the beverage, the product naturally becomes part of the social media moment. Instead of feeling like more traditional US Open ads, the brand becomes part of the experience, causing people to actually want to capture and share the moment. 

A memorable experience and something people enjoy and want to share can turn customers and attendees into part of your overall content strategy. The best brand moments don’t feel like ads. They feel like something you want to post and talk about.

The US Open Social Account Hits a Grand Slam

The US Open’s social growth wasn’t just about gaining followers. In 2026, the account also leaned further into short-form video and content designed to get fans interacting, showing that a strong social strategy is about growing an audience and giving that audience something to engage with. 

Followers Were Up

The US Open’s Instagram account grew 11.8% compared to last year. While follower growth is a good sign, it’s only part of the picture. The bigger story is how the account used more engaging content to keep that growing audience interested. 

Reels Took Over the Content Mix

This year, Reels made up 65% of the US Open’s content mix, a 13% increase from last year. And it’s easy to see why short-form video works so well for sports. Big reactions, incredible plays, player personalities, and crowd moments can all be captured and shared in a matter of seconds. The US Open didn’t need to reinvent the game of tennis. It simply packaged the action in a format fans already love. 

Comments Increased

Average comments climbed to 262 per post, up 26.1% from last year. That’s a significant jump because comments show that fans aren’t just scrolling through content; they’re reacting to it. For brands looking to follow this, it’s crucial to create content that gives people something to say. A great post shouldn’t just inform your audience; it should make them want to join the conversation.

The Numbers Behind The US Open Social Media Boom

The numbers show just how much attention players and content were pulling throughout the US Open. From huge follower jumps to standout engagement rates, the tournament gave us plenty of examples of what happens when strong performances meet strong social content. Here are a few standout stats from throughout the Open:

• Elena Rybakina: Grew from 589,915 to 1,196,570 followers, making her the athlete with the biggest follower growth
• Ben Shelton: Grew his following by over 22% and recorded an impressive 41.93% engagement rate
• Frances Tiafoe: Increased his following by 17.29% during the tournament
• Ben Shelton’s “Tunnel Vision” post: His pre-final post was among the US Open’s standout pieces of player content
• Alexander Zverev’s resilience post: His post about taking the long way and overcoming five-set battles also ranked among the top-performing pieces of content
• US Open Reels: The account’s most-viewed Reels from this year included a Zverev win recap and content featuring Brad Pitt’s appearance at the event.

AI Made the US Open App More Personal

AI also played a bigger role in the official US Open app this year, giving fans a more personalized way to follow the tournament. Fans received curated feeds based on their favorite players, in-depth stats, and access to more personalized updates throughout the Open. It’s another example of how personalization is becoming a larger part of sports content. Instead of giving every fan the same experience, the US Open used AI to help people focus on what they cared about the most.

Plan, Publish, and Analyze in One Place

Instead of jumping between different platforms and dashboards, with Metricool you can plan and schedule content, manage multiple social accounts, and track how your posts are performing. The US Open may be over, but the content lessons are just getting started. The same strategy that turns a major sporting event into a social media moment can help you make more of your own content, too. 

A strong social media workflow looks something like this: 

• Find the moment: Look for trends, events, and conversations your audience cares about
• Create the content: Turn that moment into something useful, entertaining, or worth sharing
• Publish it: Get your content in front of the right audience using Metricool
• Monitor the response: Keep an eye on comments, engagement, and other key metrics
• Learn and improve: Use Metricool’s analytics to make your next posts even better

Ready to Turn Your Next Big Moment Into Content That Performs?

You may not have the US Open’s courts, crowds, or celebrity guest list, but you can still take a page from its social media playbook. The key is to stop treating social media as just a place to post and start using it as a tool to learn what your audience actually wants. 

Are you ready to turn your next big moment into content that performs? Register for your Metricool account and start putting your social strategy to work today!