The world of tennis isn’t any stranger to alter, however the latest rebranding of the Western & Southern Open—one of many sport’s oldest and most prestigious tournaments—stunned many, together with myself.
After 22 years below the Western & Southern title, the event has reverted to its unique moniker, the Cincinnati Open.
This alteration, nonetheless, is about greater than only a title; it displays a broader shift in possession, sponsorship, and the event’s future path.
A Legacy of Western & Southern Sponsorship
Western & Southern Monetary Group, a Cincinnati-based monetary providers agency, has been the title sponsor of the Cincinnati Masters since 2002.
Their title turned synonymous with the occasion, serving to it turn out to be one of the crucial vital stops on the ATP and WTA excursions. The partnership offered monetary stability and created a collaboration between the event and the local people.
In 2021, Western & Southern prolonged its sponsorship for 3 extra years, set to final till 2024.
Nevertheless, in October 2023, the corporate introduced that it might step again from its title sponsorship to assist safe the event’s future in Cincinnati, paving the best way for a rebrand.
The Position of Beemok Capital and Benjamin Navarro
The choice to rebrand the event because the Cincinnati Open follows Beemok Capital’s acquisition of the occasion from the U.S. Tennis Affiliation (USTA) in 2022.
Beemok, led by Charleston-based businessman and philanthropist Benjamin Navarro, has massive plans for the event.
Initially, there was hypothesis that Beemok would possibly relocate the event to Charlotte, North Carolina, the place Navarro has deep ties.
Nevertheless, after intensive evaluations and contemplating Cincinnati’s followers’ ardour, Beemok determined to maintain the event in its historic house.
Navarro’s dedication to Cincinnati is underscored by a deliberate $260 million funding within the Lindner Household Tennis Middle.
This improve will embody the whole lot from a brand new sunken stadium to enhanced participant amenities, all aimed toward making the Cincinnati Open a premier vacation spot for tennis.
The fervour and dedication of this group to maintain the event right here was an plain consider our choice to remain. Town of Mason, Warren County, the state of Ohio, and a number of company entities demonstrated their unwavering help for the tennis event. This event and its historical past are particular. We’re excited so as to add to its legacy and create a world-class tennis expertise for gamers and followers. Ben Navarro, Beemok Capital
The Rebranding: A Nod to Historical past and a Step In direction of the Future
Returning to the Cincinnati Open title is each a nod to the event’s historical past and a strategic transfer that aligns with Beemok’s imaginative and prescient for the event’s future.
The event initially carried this title throughout its first two editions, in 1899 and 1900. The rebrand comes because the occasion approaches its a hundred and twenty fifth anniversary. This transfer is seen as a possibility to have fun the event’s wealthy historical past whereas setting the stage for its future development.
Western & Southern will proceed to help the event as one in all its six “cornerstone” sponsors, alongside different main Cincinnati-based corporations like Procter & Gamble, Nice American Insurance coverage, Fifth Third Financial institution, Kroger, and Credit score One Financial institution.
Will the event tackle another naming rights sooner or later? In all probability.
Is the brand new brand good? Not likely. Utilizing a globe doesn’t correspond to Cincinnati. Does the whole lot should be world? I a lot desire the outdated brand that used the skyline.
What’s Subsequent for the Cincinnati Open?
In 2025, the event will develop from 9 to 12 days and enhance the participant draw from 56 to 96.
Whereas I’m not personally a fan of two-week Masters 1000 tournaments, this enlargement elevates the occasion’s standing and places it on par with a number of of the opposite premier stops on the worldwide tennis calendar.
The choice to maintain the event in Cincinnati has naturally been met with enthusiasm from followers and native officers alike.
It has additionally been one in all my favorite tournaments as a result of court docket velocity, the placement and a few of the matches Federer delivered there.
Final 12 months’s ultimate between Djokovic and Alcaraz was additionally a match to recollect, so hopefully, the Cincinnati Open will proceed to be a key financial driver for the area, attracting hundreds of tennis followers and offering a world-class sporting expertise for these within the Midwest and past.
What do you assume? Do you just like the rebrand and the brand new brand?
