Nike organized street tennis for Maria Sharapova, Roger Federer and others in the meatpacking district. Tommy Hilfiger opted for strip tennis with Rafael Nadal in Bryant Park. Delta Air Lines held a celebrity karaoke night with Serena Williams near Times Square. And American Express staged what it called a “hydro-interactive tennis experience” featuring Ms. Sharapova along the Hudson River.

The matches might start next week, but the action was going full tilt this week for elite players in the United States Open and the brands they represent. Held in the nation’s media capital and attracting an upscale audience, the Open has always been a coveted event for companies promoting their products, and the week leading into the tournament has become a marketing extravaganza, each brand seemingly trying to outdo the others.

But as a result, the week has also become a balancing act for players, who find themselves trotted around and put on display as they are trying to prepare for the year’s last major tournament.

Eschewing Queens, where the actual tournament is played, marketers spread out across Manhattan, where even glamorous locations had to get a makeover. On Monday, Nike closed down a street by the Standard Hotel to set up a court where Mr. Federer and others — including Mr. Nadal, Ms. Williams, Pete Sampras and Andre Agassi — batted balls back and forth. The American Express event included a water and light show and holograms of tennis legends.