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 underneath the Western & Southern title, the event has reverted to its authentic moniker, the Cincinnati Open.
This modification, 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 companies agency, has been the title sponsor of the Cincinnati Masters since 2002.
Their title grew to become synonymous with the occasion, serving to it turn into one of the vital essential stops on the ATP and WTA excursions. The partnership offered monetary stability and created a collaboration between the event and the area 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 could step again from its title sponsorship to assist safe the event’s future in Cincinnati, paving the way in which 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 huge plans for the event.
Initially, there was hypothesis that Beemok may 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 dwelling.
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 services, all geared toward making the Cincinnati Open a premier vacation spot for tennis.
The eagerness and dedication of this group to maintain the event right here was an plain consider our choice to remain. The 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 the 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 one hundred and twenty fifth anniversary. This transfer is seen as a chance to rejoice the event’s wealthy historical past whereas setting the stage for its future development.
Western & Southern will proceed to help the event as considered one of 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 international? I a lot choose the outdated brand that used the skyline.
What’s Subsequent for the Cincinnati Open?
In 2025, the event will broaden from 9 to 12 days and improve the participant draw from 56 to 96.
Whereas I’m not personally a fan of two-week Masters 1000 tournaments, this growth 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 considered one of my favorite tournaments because of the courtroom pace, the placement and a number of the matches Federer delivered there.
Final yr’s last 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 suppose? Do you just like the rebrand and the brand new brand?
