The U.S. Open has a new off-court champion

Filipina star Alex Eala is winning fans—and brands.

Alex Eala [Source Photo: Erick W. Rasco/Sports Illustrated/Getty Images]

As the U.S. Open heats up, the women’s bracket is looking particularly thrilling, with contenders like Aryna Sabalenka, Coco Gauff, and Iga Świątek, and crowd favorites like Naomi Osaka and a returning Serena Williams. But whoever comes out on top, the real winner this year may be the 17th-seeded Alex Eala of the Philippines.

Snagging the tournament’s iconic trophy would be a long shot for the 21-year-old. But under the media spotlight of the season’s final Grand Slam, Eala’s devoted, vocal, and fast-growing following is poised to make her one of the tournament’s champions with fans—and brands—no matter how she does on the court.

A year ago, most tennis enthusiasts probably knew little about........

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