The USTA has signed Oura to a wide-ranging sponsorship that designates the wearable tech provider as the “official wearable fitness device” of both the U.S. Open and USTA Coaching for the next five years.
With the deal, for which financial terms were not disclosed, Oura will:
- Offer every athlete competing in the U.S. Open main draw an Oura ring, including on-site fitting and recovery education.
- Become a founding partner of the new player performance center opening on the U.S. Open grounds in 2027 -- a tenant of the now-billion-dollar campus upgrade the USTA is undertaking -- including naming rights to a wellness and recovery area inside.
- Receive brand visibility via on-court logo placements at Arthur Ashe and Louis Armstrong Stadiums, LED messaging, and signage.
- Activate a fan engagement experience on-site, including product giveaways, sleep/recovery education, and personalized health insights.
There will also be integrations across USTA verticals outside of the U.S. Open. For example, Oura plans to collaborate on health and wellness studies with USTA Coaching, a grassroots coaching platform launched by the USTA last fall, and will sponsor the USTA League National Championships starting this year.
Oura, which hit an $11B valuation during its Series E raise last fall, is the USTA’s first wearable partner. It’s also recently signed deals with U.S. Soccer, the U.S. Olympic team, and the LA28 Games.
The USTA deal comes two weeks after the U.S. Open confirmed, in lockstep with tennis’ other three Grand Slams, that they will allow athletes to compete while using wearable tech devices approved under the International Tennis Federation’s Approved Player Analysis Technology (PAT) protocol.
The rule change -- which the ATP also recently adopted -- followed the Australian Open’s controversial confiscation of Aryna Sabalenka, Carlos Alcaraz, and Jannik Sinner’s Whoop devices in January.
No Oura devices are currently listed on the ITF’s approved list. But a USTA spokesperson confirmed they will be allowed for on-court use at the U.S. Open, saying that each Grand Slam also has the ability to grant approvals independent of the list.
CAA supported both the USTA and Oura in negotiations; CAA is the USTA’s agency of record.
