The U.S. Open has a new off-court champion

FastCompany: As the U.S. Open heats up, the women’s bracket is looking particularly thrilling, with contenders like Aryna Sabalenka, Coco Gauff, and Iga Świątek, and crowd favorites like Naomi Osaka and a returning Serena Williams. But whoever comes out on top, the real winner this year may be the 17th-seeded Alex Eala of the Philippines. Snagging the tournament’s iconic trophy would be a long shot for the 21-year-old. But under the media spotlight of the season’s final Grand Slam, Eala’s devoted, vocal, and fast-growing following is poised to make her one of the tournament’s champions with fans—and brands—no matter how she does on the court.

A year ago, most tennis enthusiasts probably knew little about Eala; she was ranked 140th in the world when she made a surprising run to the semifinals of the 2025 Miami Open. Since then her fan base has climbed steadily, thanks both to underdog victories (last month she defeated top-seeded Jessica Pegula at the D.C. Open to win her first singles title ) and her status among Filipinos as the nation’s most popular athlete since multi-weight-class boxing champion Manny Pacquiao.

“I think the feeling that Pacquiao gave the Filipinos was great to have someone to rally over, and when he would have fights, everyone was so excited, and it was just a chance for people to come together,” Eala said during a Cincinnati Open press conference in August. “I guess my journey can give similar things like that.” As flag-waving Filipino fans filled stands and gave her appearances an electric feel, that started to attract other spectators, at times driving up ticket prices —which only seems to have amplified the buzz around her.

Eala’s rising stardom is evident everywhere: Her Instagram following has surpassed 2 million, tournaments are moving her matches to larger arenas to accommodate high demand, and a video of her one-set exhibition against Iva Jovic racked up over a million views on the U.S. Open YouTube channel within 24 hours. Not surprisingly, “get-in ticket” prices (the cheapest available) for her U.S. Open opener averaged about $350, compared with a reported $120 for sessions on other courts at the same time. She won in straight sets in front of a packed and adoring crowd . Brands are clearly paying attention.

In addition to being a world-class athlete, Eala represents a unique opportunity to speak to a distinct, significant, and arguably under-recognized diasporic group. Current sponsors include Nike, Globe Telecom, Babolat, Bank of the Philippine Islands, Milo Philippines, and Locally juice drinks. That list is likely to expand. Just a few weeks ago, Marriott Bonvoy announced Eala would be the new face of its “Tennis the World” campaign in the Asia-Pacific region, linked to the 2027 Australian Open in January.

(“She is authentic, inspiring, and proudly connected to the region we serve,” according to an official statement from the brand.) The deal can be seen as a hint of what’s to come for Eala after the U.S. Open. Nike, which has sponsored her since 2019, has reportedly upped its investment in her—a backing that will no doubt grow if she performs well at the tournament. Eala is already earning an estimated $5 million a year in endorsements, but sports agent Max Eisenbud has predicted that figure could rise fourfold in the year or two ahead, putting her in the realm of superstar female athletes like Gauff and skier Eileen Gu.

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The article discusses the intersection of personal branding and sports marketing, which is significant for brand strategy professionals looking to connect with niche audiences, though the concept of leveraging emerging talents is not entirely new.