On Sept. 5, Alex Eala and Iva Jovic faced each other in a third-round match in the 2026 US Open. The match started with their dads joining them for a lighthearted round of doubles. Jovic won by a small margin and the two embraced each other over the net after the match.

Eala and Jovic met in 2022 when Eala and her partner beat Jovic and her doubles partner in a Junior US Open match. As they moved up in ranks in the WTA, they got closer from touring together. From there, they faced each other in a couple matches and then became doubles partners in the start of 2026. They spend a lot of time together and teach each other phrases in their own languages (Eala speaks Filipino and Jovic speaks Serbian).

I think when we see competitors we automatically assume they are bitter rivals. Maybe because that’s the default belief or it’s more fun to picture two competitors glaring at each other like territorial cats. But there’s much more to it than simple rivalry. When we look past the initial competitiveness, there is a deep level of respect for each other because you know the true understanding of the skill, dedication, and talent that goes into the shared interest. There is also the aspect of pushing each other to improve in a fun and supportive environment.

I loved learning about how Eala and Jovic started as competitors and became close friends. It got me thinking about other competitors that found friendship in the rivalry. The main rivalries between brands that first come to mind are Coca-Cola vs Pepsi and McDonalds vs Burger King. This creates a fun, entertaining, and engaging campaign that grabs consumers attention, but there’s more to competition than rivalry. 

‍

Despite picking fights with other burger chains, Burger King decided to partner with competitor brands, Denny’s and Wayback Burger. They created a Peace Day Burger and donated to the charity, Peace One Day. The non-profit charity’s goal is to institutionalise the National Day of Peace.

‍

Another example is the Cola giants, Coca-Cola and Pepsi. Even though they compete for market share, they have repeatedly teamed up to take initiation to tackle environmental and recycling initiatives. They even co-funded the “Every Bottle Back” coalition to improve recycling infrastructure and reduce plastic waste.

‍

Like Eala and Jovic, these brands looked past the competition and formed a deeper connection. The CEOs may not be grabbing coffee with each other but they are setting their differences aside to create a strong collaboration that wouldn’t have been possible without each other. I think the strongest ad campaigns don’t come from comrades working together but rivals because they bring different, unique, and shared perspectives to the table. 

‍