The Cincinnati Open, one of the premier combined events on the ATP and WTA calendars, has announced multi-year sponsorship renewals with six key corporate partners. These renewals mark a crucial milestone in the tournament’s transformation into a next-generation sports and entertainment destination.
The six brands—Credit One Bank, Fifth Third Bank, Great American Insurance Group, Kroger, Procter & Gamble, and Western & Southern Financial Group—have extended their deals for terms ranging from three to five years. Each company will now hold naming rights to one of the tournament’s 14 days, giving them premium exposure during the August 5–18 event.
Strategic Brand Integration at the Heart of New Agreements
The renewed partnerships come as the tournament enters a new era under the ownership of billionaire Ben Navarro. A $260 million investment is set to dramatically enhance the Mason, Ohio-based venue, including 31 outdoor courts, a six-court indoor complex, modernized locker rooms, and expanded fan-facing infrastructure.
Each sponsor’s activation is designed to integrate deeply with the fan and player experience:
- Credit One Bank will sponsor the concierge desk and official player autograph sessions.
- Western & Southern, after stepping away from title sponsorship, will retain its role in distributing ‘victory balls’—a fan-favorite post-match tradition.
- Procter & Gamble secures naming rights to Center Court and its player tunnels, with a dedicated “Gillette Venus Ladies’ Day” experience.
- Great American Insurance Group will fund court resurfacing projects in underserved communities and sponsor a celebration event around the campus upgrades.
- Kroger returns as presenting sponsor of the Fan Zone and will debut an exclusive signature dessert.
- Fifth Third Bank will curate an exclusive lounge for its customers and continue initiatives like Cincy Serves and Pups & Players, which connect the tournament to local social impact efforts.
A Model for Sustainable, Community-Driven Growth in Tennis
This tournament is now one of just five global events outside of the Grand Slams to feature concurrent ATP Masters 1000 and WTA 1000 competitions—putting it on par with the likes of Indian Wells and Miami.
Tournament Director Bob Moran emphasized the role of sponsors in driving both fan experience and long-term strategic goals. “These partners are instrumental in building a world-class tennis destination. Their renewed commitment shows a shared belief in our vision to deliver unmatched value to fans, players, and the broader community.”
Consulting Insight: Sponsorship as Experience Architecture
From a sports business perspective, the Cincinnati Open’s partner strategy represents a shift from transactional branding to experiential co-ownership. Instead of simply buying media space, each brand is designing high-touch, contextually relevant activations that tie directly into the customer journey.
This is a blueprint for how second-tier properties (i.e., those below the Grand Slams) can drive premium sponsorship ROI: by offering emotionally resonant brand roles within a growing physical and digital footprint. The local infrastructure investment and legacy-building community outreach further align sponsors with long-term urban development goals—adding a civic dimension to their brand equity.
Are you a rights-holder looking to restructure your partnership model? Or a brand looking to embed into the live sports experience?
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IMAGE: Cincinnati Open
