The iconic programming took to New York to celebrate the US Open Finals with a party at the Crane Club in partnership with Boardroom as part of its latest US expansion.
September in New York is unlike any other. The temperatures drop, the vibes reset, and everyone heads to Queens for the see and be seen stage that is the US Open.
This year, Boardroom and SPORT BEACH combined to celebrate New York’s major moment, taking over the Crane Club for an exclusive celebration. There, tennis icons and rising talents joined notable figures from entertainment, sports, and business to toast one of the biggest moments in tennis. Guests included Naomi Osaka, Jordan Clarkson, Ciara Miller, Yvonne Orji, Noah Tepperberg, David Grutman, and many more. Additionally, the event featured some of the biggest names in business and marketing, including MLB CMO Uzma Rawn, Wasserman Chief Creative Officer Danny Nunez, Condé Nast SVP Strategy Geoff Campbell, PepsiCo CMO Mark Kirkham, Diageo CMO Ed Pilkington, e.l.f. Beauty CBO Laurie Lam, Unrivaled CBO Kirby Porter, and DoorDash CMO Kofi Amoo-Gottfried.
Attendees were treated to specialty cocktails and music stylings from DJ Mick.
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However, for SPORT BEACH, the moment was more than a simple celebration; it was a signal of its continued US expansion. Stagwell launched SPORT BEACH at Cannes Lions in 2023. The annual event functions as the largest gathering of executives from the advertising and creative industries, yet despite the seamless blend of sports and marketing, Cannes Lions lacked any sort of official sports presence. In response, Stagwell built a stage for some of the biggest names in sports to connect with executives and enhance storytelling moments centered around athletes themselves.
For Stagwell, bringing SPORT BEACH programming to the U.S. unlocks new opportunities at the intersection of content, business development, and live experiences. When scanning the calendar, New York stood out as the natural stage to launch a fresh kind of event—one that blends sports, marketing, and culture. The US Open has rapidly grown its cultural footprint in recent years, fueled by the presence of brands, influencers, and New York’s social elite. Yet, despite a bustling hospitality scene around the tournament, Stagwell recognized a gap: few spaces truly merge business with pleasure. As Beth Sidhu, Chief Brand and Communications Officer at Stagwell, explained, “SPORT BEACH’s goal is to connect leading athletes directly with world-class brand leaders. We’re excited to keep expanding SPORT BEACH to the places where athletes, marketers, and brands converge. The US Open is the perfect stage: high-stakes, high-visibility, and deeply cultural. It’s the kind of inflection point where athlete-brand experiences don’t just connect communities—they move the business forward.”
As the calendar of SPORT BEACH-affiliated events continues to grow, Stagwell will adhere to its thoughtful approach to curation, identifying meaningful moments around the sports calendar to show up and spark continued experiences of surprise and delight for athletes, executives, and fans alike.
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