Alliant Insurance Services is returning to the US Open for a third consecutive year with an athlete-focused campaign that uses professional tennis to highlight the increasingly complex business of risk management in sports.
The company and its Alliant Private Client division will support a select group of professional tennis players during their matches in New York as part of the Alliant Champions Greatness campaign. The initiative reflects the insurance broker’s broader investment in professional sports and its efforts to connect the strategic decision-making required in elite competition with the risk-management challenges facing businesses, teams and athletes.
The campaign comes as professional sports organizations operate increasingly sophisticated businesses with exposures extending far beyond competition. Alliant points to cyber threats, major venue projects, employment practices, contractual obligations and reputation management among the risks now confronting teams and sports organizations.
For individual athletes, those challenges can be equally complex. Today’s professional players increasingly operate as businesses themselves, managing endorsement agreements, personal brands, investments and other financial interests alongside their competitive careers. Alliant Private Client has expanded its Sports & Entertainment practice to provide personalized insurance and risk-management services to both established and emerging professional athletes as well as entertainers.
The firm works with athletes and their agents, attorneys, business managers and wealth advisors to develop strategies addressing both personal and professional exposures. The approach is designed to evolve as an athlete’s career, assets and business interests grow.
The US Open campaign also fits within Alliant’s expanding involvement across professional sports. The company serves as the official commercial insurance broker for Major League Soccer clubs San Diego FC, Nashville SC and Sporting Kansas City.
For Alliant, tennis provides a natural platform for communicating that message. Success on court depends on anticipating an opponent, evaluating risk and making rapid strategic decisions—qualities the company says parallel effective risk management in business.
The 2026 activation builds on Alliant’s previous US Open campaigns, including its 2025 program supporting 12 elite players. That campaign followed the company’s 2024 tournament involvement, when Alliant-supported player Sara Errani captured the mixed doubles championship.
With its third consecutive US Open campaign, Alliant is continuing to position professional tennis not simply as a sponsorship opportunity, but as a platform for illustrating the increasingly interconnected relationship between athletic performance, personal wealth, business interests and sophisticated risk management.
