“Hash Court” Brings Cannabis Branding to the U.S. Open

New York, NY — Tennis fans at this year’s U.S. Open encountered something new off the court: a cannabis-themed activation called “Hash Court,” blending the world of sports with cannabis culture.

The installation, organized by a New York-based cannabis company, featured interactive exhibits and educational elements about cannabis products and culture. In compliance with federal and event rules, no cannabis was sold or consumed on-site. Instead, the space was designed as a lifestyle and awareness campaign, marking a notable shift in how cannabis brands seek visibility.

Marketing Through Experience

With traditional advertising tightly restricted, cannabis companies in New York have increasingly turned to experiential marketing — events, pop-ups, and branded spaces — to connect with consumers. Hash Court is one of the highest-profile examples to date, appearing alongside one of the nation’s most prestigious sporting events.

Why It Matters for New York

For New Yorkers, the event underscores how cannabis is becoming woven into the city’s cultural fabric, from neighborhood dispensaries to global stages. It also signals how brands may continue to seek partnerships and visibility in areas where direct sales aren’t possible.

Nationally, the move reflects a broader trend of cannabis companies testing boundaries with mainstream sports, music, and entertainment events — arenas that were once off-limits.

Looking Ahead

As the legal market expands, observers expect more cannabis brands to pursue cultural partnerships and creative marketing, especially in New York City, where competition for consumer attention is intense. Hash Court may be an early example of how cannabis branding enters the mainstream without breaking the rules.