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Rolex (Adobe Analytics and Content Square)
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Legitimate interest Purpose(S)
Inaugurated in 1881, this tournament has been played on the hard surface at the USTA Billie Jean King National Tennis Center in Flushing Meadows, New York, since 1978. Among its 17 competition courts is the showpiece arena, Arthur Ashe Stadium, with a seating capacity close to 23,800, the largest in the sport worldwide.
The US Open is known for its electric ambience, a reflection of New York itself, “the city that never sleeps”. At this vibrant, dynamic event, the action also unfolds in the stands, where spectators are not afraid to give voice to their excitement. During matches, the energy emanating from the fans, the court and the city converge to galvanize the players.
Amid this electric atmosphere, matches at this Grand Slam® tournament have become the stuff of legend. The five consecutive titles Roger Federer won from 2004 to 2008 are etched in memory.
Among its other tennis Testimonees, Rolex counts a host of fellow US Open winners, namely: Rod Laver, Chris Evert, Stefan Edberg, Pat Rafter, Justine Henin, Juan Martín del Potro, Angelique Kerber, Sloane Stephens, Bianca Andreescu and Dominic Thiem. In 2022, Iga Świątek and Carlos Alcaraz added their names to this impressive list, with Coco Gauff following suit the next year.
They all embody technical precision and the quest to become a better version of oneself.
The US Open is fertile ground for innovation in tennis. From introducing the tiebreak and scheduling games at night, to implementing Hawk-Eye Live – a digital refereeing system that makes line calls immediately – every effort is made to ensure the tournament remains as compelling as ever.
Since Rolex first partnered with The Championships, Wimbledon, in 1978, the brand has enjoyed a privileged relationship with tennis, one founded on a shared philosophy: the perpetual quest for excellence, a passion for precision and innovation, the elegance of movement, unwavering effort, a respect for tradition and the drive to always push beyond personal limits.
Over the years, Rolex has extended its involvement in the sport, becoming the Premium Partner of world tennis in both the men’s and women’s game.
The brand supports most of the major competitions, including the four Grand Slam® tournaments, the season-ending ATP and WTA Finals, all of the high-status ATP Masters 1000 tournaments and nine of the WTA 1000 events, as well as the premier international team contests, the Davis Cup Finals and the Laver Cup.
Named the ultimate timekeeper of the US Open in 2018, Rolex’s legacy brings a renowned passion built off of precision, elegance, and innovation. From the legendary players who have graced its courts on multiple occasions to the groundbreaking innovations that define the tournament, the US Open exemplifies the spirit of tennis at its finest. As the season’s final Grand Slam® unfolds, we invite you to visit our Rolex showroom at TIVOL in Kansas City, MO.
