When the US Open announced it was “reimagining” mixed doubles, the rationale was to “elevate” the event and create “greater focus” on the sport.
Interest certainly grew when the first set of star names were announced.
Five-time Grand Slam singles champion Carlos Alcaraz teaming up with Britain’s Emma Raducanu captured the most attention, while Novak Djokovic, Jannik Sinner, Iga Swiatek and Venus Williams bring further glamour.
“For the excitement levels and for getting the fans to pack the stadium, it is a cool idea to have that star power come out,” American doubles legend Mike Bryan told BBC Sport.
“Fans want to see Djokovic, Alcaraz and Sinner even if they are brushing their teeth.”
The 16 entrants comprise of eight teams based on their joint rankings, with the other eight given wildcards by US Open organisers.
Twenty-one of the 32 players are ranked in the top 20 in the world in singles.
Matches will be played on Arthur Ashe Stadium and Louis Armstrong Stadium – the two largest show courts at Flushing Meadows.
American television audiences will also be able to watch on primetime on ESPN, who last year signed a £1.5bn deal for exclusive US Open rights up to 2037.
“I think it’s cool for the promotion of the game – and I understand the economics of it,” added Bryan, who won four of his 22 Grand Slam doubles titles in the mixed.
“There are always going to be people upset – and winners and losers – but in the end I think fans will be pleased with the product.”