The world of tennis is not any stranger to vary, however the latest rebranding of the Western & Southern Open—one of many sport’s oldest and most prestigious tournaments—shocked many, together with myself.
After 22 years beneath the Western & Southern identify, the event has reverted to its authentic moniker, the Cincinnati Open.
This modification, nevertheless, is about greater than only a identify; it displays a broader shift in possession, sponsorship, and the event’s future route.
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 identify turned synonymous with the occasion, serving to it grow to be one of the vital stops on the ATP and WTA excursions. The partnership supplied 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 might step again from its title sponsorship to assist safe the event’s future in Cincinnati, paving the best way for a rebrand.
The Function 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 would possibly relocate the event to Charlotte, North Carolina, the place Navarro has deep ties.
Nevertheless, after in depth 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 Heart.
This improve will embody the whole lot from a brand new sunken stadium to enhanced participant services, all aimed toward making the Cincinnati Open a premier vacation spot for tennis.
The eagerness and dedication of this neighborhood to maintain the event right here was an plain consider our resolution to remain. Town of Mason, Warren County, the state of Ohio, and a number of company entities demonstrated their unwavering assist 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 identify 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 identify 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 possibility to have fun the event’s wealthy historical past whereas setting the stage for its future development.
Western & Southern will proceed to assist the event as certainly one of its six “cornerstone” sponsors, alongside different main Cincinnati-based firms 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 emblem good? Probably not. Utilizing a globe doesn’t correspond to Cincinnati. Does the whole lot should be international? I a lot favor the outdated emblem 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 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 certainly one of my favorite tournaments as a result of courtroom pace, the situation and a number of the matches Federer delivered there.
Final yr’s closing 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 emblem?
