Tennis Canada is set to push the boundaries of tennis, taking the game beyond the court and redefining the experience for fans, players and partners at the National Bank Open presented by Rogers (NBO) after launching the tournament’s new identity today.
Welcome to the Tennis Playground. That’s the open invitation Canada is extending to the global tennis community.
Far more than just a campaign, the Tennis Playground embodies a collective mindset and the start of a new era for the NBO, the third-oldest tennis tournament in the world, as the event prepares to host the first-ever expanded 12-day, 96-player main-draw ATP and WTA 1000 events in Toronto and Montreal. It is welcoming, playful and proud, reflecting a quintessentially Canadian personality that represents the country, its tournaments and the people that make them so special.
“The Tennis Playground is the perfect new identity for the National Bank Open presented by Rogers. It will truly make us stand out, which is fitting as we operate under a unique model as a National Sports Organization hosting an internationally renowned tennis event," Montreal tournament director Valerie Tetreault and Toronto tournament director Karl Hale said in a joint statement.
“It gives us the license to focus on both the action taking place on the court and all the great work being done off it to grow our sport. It feels appropriate to launch this new identity to coincide with the NBO’s expansion, as fans prepare to enjoy more days, more matches, more sessions and to watch more players in action in 2025. It suits a tournament that belongs among the world’s best."
Welcome to the #TennisPlayground 👏
— National Bank Open (@NBOtoronto) April 7, 2025
The new identity of the NBO embodies a collective mindset and the start of a new era as we prepare to host the first-ever expanded 12-day, 96-player main draw ATP 1000 events in Toronto 🤩 pic.twitter.com/Id3RYhjyCF
More will also be added to the event's off-court program, with several exciting new initiatives set to be confirmed in the coming weeks and months to create a holistic tennis experience for all. The NBO has always been a tournament unlike any other, with two cities and an entire nation providing the backdrop for a week-long celebration of the sport. Now, Canada’s premier tennis tournament is ready to take it to the next level as it joins an elite group of two-week events on the ATP and WTA Tours.
“The launch of Tennis Playground marks a bold new era for the National Bank Open presented by Rogers, where world-class on-court action doesn’t stop at the sidelines — it comes to life everywhere," added Nathalie Tremblay, Vice President, Marketing Strategy & Customer Experience, Tennis Canada. “This year, we’re transforming the tournament into the ultimate summer experience, bringing the energy, excitement, and social spirit of the game beyond the court. Our fans can look forward to immersive experiences, live entertainment, and vibrant social spaces because the NBO is more than a tournament, it's the can't miss event of the summer. Ultimately, we want to create an environment where tennis is for all - all backgrounds, abilities and age groups.”
Headlined by TV spots (Toronto | Montreal) which feature marquee Canadians Leylah Fernandez, Bianca Andreescu, Felix Auger-Aliassime, Denis Shapovalov and global superstars Iga Swiatek, Aryna Sabalenka, Carlos Alcaraz and 2023 NBO champion Jannik Sinner, the Tennis Playground will become the driving force behind Tennis Canada’s promotional efforts for the events. It will be visible across all the NBO’s owned digital and social media channels, as well as via their global broadcast partners starting today.
“With this new positioning, our ambition for the coming years is to offer the same level of play and entertainment on court and outside of it, thus transforming the stadiums in Toronto and Montreal into true playgrounds where everyone is invited to play in their own way," said David Allard, Director, Creative and Innovation at Sid Lee, who collaborated closely with Tennis Canada on developing the Tennis Playground. “Already recognized by players as an event where play and fun naturally come together, this new positioning also reflects the summer spirit of Canadians: making the most of every moment. This year marks the beginning of a story we want to write together, with players, fans, and even non-tennis fans — edition after edition."
So, tennis fans far and wide: Welcome to the Tennis Playground. Come Play!
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