National Bank Open (NBO)

After a decade as the Rogers Cup, this premier tennis tournament enters a new era as the National Bank Open with a fresh ten-year sponsorship. This transition presents a unique opportunity to redefine the tournament's identity and positioning in the sports landscape.

The rebrand draws inspiration from Canada's multicultural heritage, reflected in our top tennis talent—many being children of immigrants. Tennis stands as one of the country's most inclusive sports, with "omnium" (open) at the heart of the tournament's name embodying an invitation for universal participation.

This new identity transforms tennis from an individual pursuit into a collective celebration, creating value for professionals, fans, and amateurs alike. The strategic vision: evolve from being merely a tennis tournament hosted in Canada to becoming Canada's definitive tennis tournament—one that represents our national values and diverse identity.