The U.S. Open turned exclusivity into a half-billion-dollar business, and the $23 Honey Deuce is just the beginning

Since the dawn of tennis’s open era in 1968, the U.S.

Open has grown from a two-week sporting contest into one of the most lucrative events in global sports.

The tournament now draws not only the world’s best players but also celebrities, luxury brands, corporate executives, and affluent consumers—a mix that has helped turn the annual gathering in Queens into a business generating more than half a billion dollars.

The U.S.

Tennis Association (USTA) reported $623.8 million in total revenue in 2024, with the U.S.

Open accounting for roughly 90% of that figure, according to its most recent audited financial statements.

The tournament alone generated $559.6 million in operating revenue during its three-week run.

That kind of money, however, requires substantial investment.

Operating expenses totaled $282.2 million in 2024, leaving an operating surplus of roughly $277.4 million—a margin of nearly 49%.

Revenue climbed 9% year over year from $514.1 million in 2023, extending a multi-year growth streak that has continued largely uninterrupted since the pandemic.

The numbers illustrate how far the U.S.

Open has traveled from its roots as a sporting event.

Alongside Wimbledon, the Masters, and Formula One, it has become one of the world’s premier luxury sporting experiences—and one of its most reliable moneymakers.

How the U.S.