Sports New Arena: When Events Become Lifestyle Experiences
From the US Open to Formula 1, sporting events are now curated as influencer playgrounds and brand activations as much as competitions.
The 2025 US Open is in full flow, and alongside the storylines on court, another debate simmers in the stands.
Social feeds are filled with influencers posing in branded spaces, celebrities arriving for photo calls, and hospitality boxes designed to feel more like fashion week than a tennis tournament. Some argue this attention brings money and fresh au…
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