The BNP Paribas Open has announced a new partnership with international dairy company FAGE, who will serve as the Official Yogurt Partner of the tournament. The agreement deepens FAGE’s growing presence in tennis, adding Indian Wells to an already impressive portfolio of partnerships that includes the US Open, LTA, ATP Finals, and Davis Cup.
A Milestone Year for Tennis Paradise
The announcement comes on the back of a historic year at Indian Wells. The 2025 BNP Paribas Open welcomed 504,268 fans across the two-week tournament, breaking the half-a-million mark for the first time in its history and reinforcing its reputation as “Tennis Paradise.” With such momentum, the addition of a premium global brand like FAGE further elevates the event’s profile.
Enhancing the Fan Experience
FAGE’s activation at the 2026 BNP Paribas Open will go beyond branding. Fans will be able to engage directly with the brand on-site, sampling signature products and enjoying immersive experiences that align with the tournament’s reputation for blending world-class sport with hospitality and fan engagement.
Philippe Dore, Chief Marketing Officer of the BNP Paribas Open, welcomed the partnership:
“It’s a privilege to welcome FAGE to the BNP Paribas Open partner family. We cannot wait to welcome them to Indian Wells this March and look forward to having their premium products available for fans to enjoy as part of their on-site experience.”
Jeffrey Scipione, Chief Commercial Officer of FAGE, added:
“We’re honored to be part of a tournament that truly sets itself apart—just like the FAGE brand. It’s a perfect match of innovation, energy, and prestige. We’re truly looking forward to embracing Tennis Paradise together.”
A Strategic Play in Global Tennis
For FAGE, this move cements its strategy of associating with iconic, premium tennis properties that command global audiences and high levels of fan engagement. For the BNP Paribas Open, it represents another step in creating a holistic fan experience where lifestyle and sport intersect.
As tennis continues to build its appeal across new demographics and geographies, partnerships like these highlight how brands are leveraging live sport as both a marketing platform and an immersive consumer experience.
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IMAGE: BNP Paribas
