The world of tennis is no stranger to change, but the recent rebranding of the Western & Southern Open—one of the sport’s oldest and most prestigious tournaments—surprised many, including myself.
After 22 years under the Western & Southern name, the tournament has reverted to its original moniker, the Cincinnati Open.
This change, however, is about more than just a name; it reflects a broader shift in ownership, sponsorship, and the tournament’s future direction.
A Legacy of Western & Southern Sponsorship
Western & Southern Financial Group, a Cincinnati-based financial services firm, has been the title sponsor of the Cincinnati Masters since 2002.
Their name became synonymous with the event, helping it become one of the most important stops on the ATP and WTA tours. The partnership provided financial stability and created a collaboration between the tournament and the local community.
In 2021, Western & Southern extended its sponsorship for three more years, set to last until 2024.
However, in October 2023, the company announced that it would step back from its title sponsorship to help secure the tournament’s future in Cincinnati, paving the way for a rebrand.
The Role of Beemok Capital and Benjamin Navarro
The decision to rebrand the tournament as the Cincinnati Open follows Beemok Capital’s acquisition of the event from the U.S. Tennis Association (USTA) in 2022.
Beemok, led by Charleston-based businessman and philanthropist Benjamin Navarro, has big plans for the tournament.
Initially, there was speculation that Beemok might relocate the tournament to Charlotte, North Carolina, where Navarro has deep ties.
However, after extensive evaluations and considering Cincinnati’s fans’ passion, Beemok decided to keep the tournament in its historic home.
Navarro’s commitment to Cincinnati is underscored by a planned $260 million investment in the Lindner Family Tennis Center.
This upgrade will include everything from a new sunken stadium to enhanced player facilities, all aimed at making the Cincinnati Open a premier destination for tennis.
The passion and commitment of this community to keep the tournament here was an undeniable factor in our decision to stay. The city of Mason, Warren County, the state of Ohio, and multiple corporate entities demonstrated their unwavering support for the tennis tournament. This tournament and its history are special. We’re excited to add to its legacy and create a world-class tennis experience for players and fans. Ben Navarro, Beemok Capital
The Rebranding: A Nod to History and a Step Towards the Future
Returning to the Cincinnati Open name is both a nod to the tournament’s history and a strategic move that aligns with Beemok’s vision for the tournament’s future.
The tournament initially carried this name during its first two editions, in 1899 and 1900. The rebrand comes as the event approaches its 125th anniversary. This move is seen as an opportunity to celebrate the tournament’s rich history while setting the stage for its future growth.
Western & Southern will continue to support the tournament as one of its six “cornerstone” sponsors, alongside other major Cincinnati-based companies like Procter & Gamble, Great American Insurance, Fifth Third Bank, Kroger, and Credit One Bank.
Will the tournament take on some other naming rights in the future? Probably.
Is the new logo good? Not really. Using a globe doesn’t correspond to Cincinnati. Does everything have to be global? I much prefer the old logo that used the skyline.
What’s Next for the Cincinnati Open?
In 2025, the tournament will expand from nine to 12 days and increase the player draw from 56 to 96.
While I am not personally a fan of two-week Masters 1000 tournaments, this expansion elevates the event’s status and puts it on par with several of the other premier stops on the global tennis calendar.
The decision to keep the tournament in Cincinnati has naturally been met with enthusiasm from fans and local officials alike.
It has also been one of my favourite tournaments due to the court speed, the location and some of the matches Federer delivered there.
Last year’s final between Djokovic and Alcaraz was also a match to remember, so hopefully, the Cincinnati Open will continue to be a key economic driver for the region, attracting thousands of tennis fans and providing a world-class sporting experience for those in the Midwest and beyond.
What do you think? Do you like the rebrand and the new logo?