Tennis | Miami Open

Key Biscayne tennis tournament gets a new name: Miami Open

 

The tennis tournament on Key Biscayne will now be known as the Miami Open, with its primary sponsor Latin American bank Itau.

 
Novak Djokovic reacts after defeating Rafael Nadal to win the men’s final of the Sony Open in Key Biscayne on March 30, 2014.
Novak Djokovic reacts after defeating Rafael Nadal to win the men’s final of the Sony Open in Key Biscayne on March 30, 2014.
Al Diaz / Staff Photo

mkaufman@MiamiHerald.com

Just when tennis fans had gotten used to calling the annual Key Biscayne tournament the Sony Open after a long string of name changes, the event will have a new name beginning in 2015.

This one will be simple and easy to remember: Miami Open.

Tournament owner IMG announced Tuesday that for the next five years, the Miami Open will be presented by Itau, the largest privately owned bank in Latin America. Unlike previous sponsors, the Brazil-based bank, with 95,000 employees and an office in downtown Miami, decided to let the city’s name — and all the tropical, energetic images that conjures up — lead the tournament branding.

That was music to the ears of tournament director Adam Barrett, who for years has wanted to have Miami in the event title.

“For the first time, we are able to use Miami in the name of the event, aligning ourselves with what Miami offers … five-star hotels, five-star restaurants, world-class beaches, the sun. Everything that is South Florida is who we are. Tennis is a multicultural sport. A diverse sport is a perfect match for this diverse city, and it’s great to be working with a presenting sponsor that has a South American influence and wants to leverage all that Miami is, like we do.

“When you’re traveling, Miami is what’s recognized worldwide. Everyone knows what Miami is.”

The 2015 Miami Open is March 23 to April 5 at the Crandon Park Tennis Center on Key Biscayne. The world’s top 96 men and women are expected to play.

Andrea Pinotti Cordeiro, Marketing Director of Itau (pronounced It-Ah-Oo), said: “Leveraging the Miami brand is a great effort to strengthen Miami’s reputation as an epicenter for sport and entertainment. The city is also home to Itau’s international private banking operations, which is why we see the Miami Open as a perfect platform to strengthen our relationships with our clients around the world. A lot of Brazilians and Latin Americans live in Miami and visit here. It is the perfect partnership.”

The tournament logo is a rainbow-colored lower-case “m” with a yellow circle, symbolizing a tennis ball, in the middle. It is meant to look like a bouncing ball, and the colors symbolize Miami’s scenery and culture.

Event organizers said the tournament will make some cosmetic changes to incorporate the new logo throughout the grounds.

Itau has been involved with the Miami tournament for the past six years, and is also the lead sponsor of the Rio Open and was the Official Bank of the 2014 World Cup, as well as the sponsor of the Brazilian National Football Federation.

Cordeiro said Itau will advertise the Miami Open all over Latin America, offer ticket packages to its clients and invite top clients to its Stadium Court suites.

The Key Biscayne tournament draws 300,000 fans per year. It began in 1985 as the Lipton International, then became the NASDAQ-100 in 2002, the Sony Ericsson in 2007 and the Sony Open in 2013. Many longtime South Florida tennis fans still refer to the event as “The Lipton” because that was the name for so long.

Read more Tennis stories from the Miami Herald

  • Wang reaches semifinals at Guangzhou Open

    Chinese wild-card entry Yafan Wang advanced to the semifinals of the Guangzhou Open by beating Kai-Lin Zhang 3-6, 6-2, 6-2 Thursday.

  • Wozniacki into quarterfinals at Pan Pacific Open

    Second-seeded Caroline Wozniacki of Denmark rallied from a set down to beat qualifier Jarmila Gajdosova of Australia 4-6, 7-5, 6-3 Thursday to advance to the quarterfinals of the Pan Pacific Open.

  •  
FILE - In this Sunday, Aug. 5, 2012 file photo, gold medalist Andy Murray of Great Britain waves the British flag during the medal ceremony of the men's singles event at the All England Lawn Tennis Club at Wimbledon, in London, at the 2012 Summer Olympics. Murray’s future status, as well as that of Scottish Olympic athletes, rests on the result of next week’s independence referendum in Scotland. Polls suggest the two sides are running neck-and-neck, presenting a real possibility that Scotland could break away after 307 years as part of the United Kingdom. If Scots vote ``yes’’ on Sept. 18, the decision won’t have much impact on football and rugby, as Scotland already fields its own teams in those sports. But it will affect Scotland’s status in the Olympics and raise doubts over whether Scots can send a team to Rio. By then, Murray could be representing an independent Scotland.

    Murray signals backing for Scottish independence

    After carefully avoiding taking a side on the issue, former Wimbledon champion Andy Murray changed course Thursday and signaled his support for Scottish independence on the day of the historic vote.

Miami Herald

Join the
Discussion

The Miami Herald is pleased to provide this opportunity to share information, experiences and observations about what's in the news. Some of the comments may be reprinted elsewhere on the site or in the newspaper. We encourage lively, open debate on the issues of the day, and ask that you refrain from profanity, hate speech, personal comments and remarks that are off point. Thank you for taking the time to offer your thoughts.

The Miami Herald uses Facebook's commenting system. You need to log in with a Facebook account in order to comment. If you have questions about commenting with your Facebook account, click here.

Have a news tip? You can send it anonymously. Click here to send us your tip - or - consider joining the Public Insight Network and become a source for The Miami Herald and el Nuevo Herald.

Hide Comments

This affects comments on all stories.

Cancel OK

  • Marketplace

Today's Circulars

  • Quick Job Search

Enter Keyword(s) Enter City Select a State Select a Category