Dove Becomes Underarm Sponsor of the 2026 US Open

Dove returns to the US Open for a second year as the Official Underarm Sponsor, celebrating the confidence, style and fan culture that has transformed the tournament into one of the summer’s most defining cultural moments. 

As sports and beauty continue to collide on and off the court, Dove is ensuring fans’ boldest choices shine throughout the whole game with its new ‘Don’t Sweat It. Make A Racket.’ platform.

Kevin Tolson, Head of Dove & SheaMoisture Deodorants at Unilever, said:

“The heat of the US Open comes from the fans just as much as the matches. We want to encourage everyone to ‘make a racket’ in their own way. Whether you’re making a statement with your match day outfit or cheering at home with your hands raised high, Dove helps you do it without worrying about sweat or white marks.”

Dove will bring ‘Don’t Sweat It. Make A Racket.’ to life through a series of IRL and digital activations, including a new short film and experiences across the country, spotlighting the looks, fan traditions, and athletes that define the US Open. 

Powered by Dove Antiperspirant, which delivers 72-hour sweat and odor protection, the campaign gives fans a chance to serve their best fits without worrying about their pits. 

For the most fashionable trendsetters, the Dove Invisible collection offers protection with no white marks, making it the essential base layer for any fit.

Activations include:

• The Re[set] Club by Dove: A dedicated refresh destination on the grounds of the USTA Billie Jean King National Tennis Center where attendees can cool down, touch up and get match-ready to grand slam their fashion moments with Dove Advanced Care, beauty and style essentials, interactive photo moments and more.
• Don’t Sweat Your Fit: A collaboration with photographer and cultural creatives, Tyrell Hampton and Johnny Criollo of Watching New York, to highlight the unmistakably confident styles synonymous with the US Open. Inspired by Dove Invisible’s clear application that lets bold fashion choices shine, Hampton and Criollo will capture the looks, trends and personal style that define the tournament.
• Racquet Report: A social content series in partnership with the USTA capturing the looks, conversations and opinions that make the US Open unlike any other sporting event, Carly Aquilino will be on the grounds interviewing fans.
• Make A Racket at Women-Owned Sports Bars: To celebrate the Women’s Finals and champion the athletes inspiring the next generation, Dove is opening tabs across ten women-owned bars across the U.S. to treat fans to complimentary food and drinks while they cheer on the tournament’s biggest matches. Dove is creating spaces where fans can come together to celebrate the passion, community and momentum driving women’s sports forward. And as the excitement builds, Dove Deodorant helps fans stay fresh, so they can focus on cheering on the game and not breaking a sweat.