The USTA announced that it sold 556, 782 Honey Deuce personal beverages during the 2024 U. S. Open. At$ 23 a pop, the organization made more than$ 12.8 million in revenue from the drink, representing a 26 % increase over 2023.
For every two people who traveled to Billie Jean King National Tennis Center during the event, more than one Honey Deuce was sold. That comes as no surprise, nevertheless, to anyone who left Arthur Ashe Stadium at 2 a. m. this year with memory plates strewn about the premises.
The Honey Deuce, a Grey Goose vodka-based concoction made with juice, Chambord ( a strawberry wine ) and citrus fruit items shaped like golf balls, has become associated with the U. S. Open fan experience over the past few years. The number of drinks purchased during the three weeks of the event nearly doubled from 2017 ( 201, 000 ) to 2022 ( 399, 000 ), and has continued to rise. The game has also begun selling Honey Deuce products, including hats and shirts.
Both the price and demand have increased with Honey Deuce. Back in 2012, it cost just$ 14. Since then, the consumer price index has increased only 37 % over the course of that time, far outpacing inflation.
A significant factor in the sales increase is the number of viewers that flooded Cleaning, N. Y., this year. Admission at the main pull exceeded the previous record of 832, 640, which is a 4 % increase over the previous year and a 13 % increase over the previous level before the pandemic.
Admission for Fan Week jumped 37 % year-over-year to 216, 000. The USTA has increased its focus on the eight weeks prior to the main draw, and the popularity of the exhibition matches, training sessions, qualifying tournaments, and other specific entertainment events has since increased.
All in all, 1.05 million followers came through the service. Issues of homelessness arose, but the USTA’s middle column will gain. Over the course of 2023, total sales of food and beverages increased 14 %, while merchandise sales increased 20 %.
The tennis governing body reported operating revenues of$ 581 million last year, of which$ 514 million came from the U.S. Open, which should make Honey Deuce sales to account for roughly 2 % of revenue in 2024.
Tickets are the tournament’s main source of income, followed by broadcasting ( USTA and ESPN recently announced an extension of their media partnership through 2037 ). The third-largest portion of the Open’s income is made up of sponsorships. Grey Goose is one of 24 national U. S. Open donors, and Moët &, Chandon vineyards was even added for this year.
The U.S. Open uses about 70, 000 golf balls annually, but that is far below the 1.67 million honeydew balls that were distributed in 2024.