NEW YORK—Opportunity is knocking for Taylor Fritz at the US Open, and not just because the 26-year-old American leads the home charge at one of the most wide-open Grand Slams in recent memory.

The No. 12 seed has already capitalized on Arthur Ashe Stadium by reaching his breakthrough first major semifinal, after defeating No. 4 seed Alexander Zverev 7-6 (2), 3-6, 6-4, 7-6 (3) on Tuesday.

As headline-grabbing names like Carlos Alcaraz and Novak Djokovic tumbled out of the draw early on, the stars have aligned for Fritz’s own star to rise off the court, too—thanks to a series of smart partnership moves that are paying off in Flushing Meadows.

“Especially when it comes to being at the US Open, there’s a lot of obligations, a lot,” Fritz tells Baseline exclusively. “It’s a really busy week or so for the Americans.”

WATCH: Frances Tiafoe and Taylor Fritz guarantee an American man in US Open final | TC Live

Fritz is among the athletes navigating a wave of interest from brands looking to keep up the marketing momentum by partnering with an American during and after an Olympic year. The California native, who brought home a bronze medal in men’s doubles alongside Tommy Paul, has been enjoying more exposure than ever before.

Read More: Here’s what players had to say about their Paris Olympics “experience of a lifetime”

Before the tournament began, Fritz caught the attention of the fashion world after unveiling a new partnership with Tiffany & Co., the American luxury jeweler who also crafts the US Open trophy. He was already on the sportswear style radar after departing Nike and signing an apparel deal with BOSS, and wearing a “Chipotle” patch on his shirt sleeve during matches.

Around the grounds at the USTA Billie Jean King National Tennis Center, the tournament’s official tequila sponsor Maestro Dobel Tequila is serving up the “Fritzy Spicy Margarita” to US Open fans—the tournament’s first drink in partnership with an active player, alongside Aryna Sabalenka’s “Marg-Aryna”. Fritz and his girfriend Morgan Riddle have also recently partnered with official beer sponsor Heineken for a limited-edition non-alcoholic beer, L0VE.L0VE.

“I try to be really specific about what deals I take, and I try to work with partners where either I personally believe in their mission or I enjoy what I’m endorsing,” Fritz says.

“I’ve turned down some pretty decent deals—or, I feel like they were decent—but just because I didn’t really feel like I can relate to the brand or could genuinely promote it.

“And I almost hate when I have to disclose a lot of the things (I post) as ads, because I actually, just genuinely really like it.”

While Fritz leaves it to his team to bring him the deals, he enlists his friends whenever he needs a reality-check—or a taste-test, as was the case with his signature spicy cocktail, which was first unveiled back in March.

“I sent some special Dobel kits to friends and, like, a bunch of people so they could basically make it themselves at home. The reception has been super nice,” he grinned.

“I think it’s a really cool touch that tennis fans can now just go on site and get one of my favorite drinks, my own personal drink, and now they can do the same Aryna’s, as well.”

Read More: “Drinks on me!” Aryna Sabalenka finds a new way to get crowd support at the US Open

Fritz, who has lifted trophies at ATP 250s in Delray Beach and Eastbourne this year, is now hoping to maximize his on-court returns at the US Open—where he became the first American since 2003 to reach the round of 16 at all four majors last week. It was a personal milestone for Fritz, too, who after losing his previous four Grand Slam quarterfinals has advanced to face countryman Frances Tiafoe, the No. 20 seed, in Friday’s semifinals.

The winner is set to achieve another major feat: The last American man who played for a Grand Slam title was Andy Roddick in the 2009 Wimbledon final, with Roddick also the last to reach the championship stage at the 2003 US Open, too.

Fritz is taking a 6-1 head-to-head lead into the biggest match of his career, against his longtime friend dating back to junior days, at his home Grand Slam. But after getting past the quarterfinal slump, the US Open’s unofficial poster boy is eager to keep winning big.

“A question I got asked pretty much every time I lost in my quarterfinals was, what’s it going to take to go further? And the answer I gave was always, just to keep putting myself in these situations, and I’ll become more comfortable in these situations and get better,” Fritz told press after his win over Zverev.

“That’s definitely what happened now. The quarterfinals didn’t feel like, I don’t know, this big thing to me like it has been in the past. It just felt like another tournament.”