Brand New World

Corporations sponsoring sporting events is obviously nothing new, yet the U.S. Open seems to take commercialism to the next level. In addition to the ubiquitous logos of upscale products and financial services splashed on every available surface, there are odd little promotions such as the instant replay (technically a “line call” to determine whether a ball was in-bounds) being rebranded the “Chase Close Call” as described in the comic. At the end of a match, the winner whacks balls into the crowd as part of the “Emirates Ball Flight.” There was also something involving Grey Goose Vodka that I can’t quite recall, aside from the fact that I found myself craving a greyhound cocktail afterwards.

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