US Open: Serena’s Return, Sky-High Ticket Prices, and Honey Deuces

NEW YORK — The 2026 US Open main draw starts Sunday, with several big storylines set to unfold at the final Grand Slam of the year.

Serena Williams is back and officially competing at the US Open for the first time since she ostensibly retired at the event in 2022. Williams competed in the mixed doubles event Tuesday with Carlos Alcaraz, the No. 2–ranked men’s player, who returned from a four-month absence.

Williams and Alcaraz won their round-of-16 match against Erin Routliffe and Lloyd Glasspool. It was Williams’s first win since pairing with Victoria Mboko at the HSBC Championships in June, which was also her first professional match since returning. But Williams and Alcaraz were eliminated immediately afterward in the quarterfinals by Belinda Bencic and Flavio Cobolli.

However, the US Open crowd will be able to see Williams again as she has received a doubles wild card with her sister, Venus. At the Cincinnati Open earlier this month, the duo played their first doubles match together since the 2022 US Open, losing in three sets to Marta Kostyuk and Peyton Stearns.

The return of Alcaraz, the defending champion, is another one of the major storylines of the tournament, especially after world No. 1 Jannik Sinner withdrew last week. The two are perennially considered tournament favorites when they’re healthy, but question marks surrounding Alcaraz’s health will keep the door open wider for other players.

Perhaps No. 3 Alexander Zverev can win his second Grand Slam of his career (and the year). Or Novak Djokovic can win the elusive 25th Grand Slam. And many fans will be watching to see whether an American man can break the two-decade-long Grand Slam curse.

After a coordinated media protest by the top players at the French Open in May, the US Open was at risk of a similar protest. But soon after the tournament announced a record $108 million in total player compensation, tennis stars stood down.

While most of the focus could shift to the action on the court, there are still a few unanswered questions about changes to Grand Slam events, particularly the role of the new Grand Slam Player Advisory Council that was announced alongside the prize money increase. The Slams called it “a new platform for players and the Grand Slams to work together to shape the future of the tournaments and advance our shared goal of greater player support.”

It’s a direct response to another player request for more say in decision-making. But what will that council be doing? Expect many of the top players—including Jessica Pegula, Coco Gauff, Taylor Fritz, and Aryna Sabalenka—to be asked about the new council during Friday’s media day.

The Grand Slam’s ticket prices have been an issue since May, when American Express dropped its presale. Three days away from the start of the main draw, the average ticket price for the two-week tournament is $280, about 15% more than at the same time last year, according to TicketData.

But high prices haven’t stopped fans from coming in the past. Last year, the United States Tennis Association announced 1.14 million attendees, up 9% from the prior year. This week’s Fan Week, although free, may be a sign of things to come as the tournament has been packed with fans complaining about long lines around the grounds.

The US Open is a lot more than a tennis tournament. It’s known for many of its off-court activities, particularly because it functions as a quasi-food and beverage festival.

“We all know that beyond the action on the courts, our fans’ number-one attraction is the culinary experience, and this year is no exception,” USTA COO Daniel Zausner said Thursday at the tournament’s food preview. 

There’s no item more iconic than the tournament’s signature cocktail: the Honey Deuce.

Last year, the US Open sold nearly 750,000 Honey Deuce cocktails, generating $17 million—$5 million more than the previous year and nearly twice as much as in 2023. 

The Honey Deuce did not raise its price this year, but the tournament’s growing popularity and the continued attractions during Fan Week may lead to another year of record sales for one of the sports industry’s most recognizable cocktails.

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