Elevating Tennis with Purpose: Insights from the 2024 National Bank Open
Last week, Tennis Canada hosted the 2024 edition of the National Bank Open presented by Rogers, also known as the Canadian Open for both men's and women's tennis. The tournament brought together the best of the WTA at Sobeys Stadium in Toronto and the ATP Tour at IGA Stadium in Montreal. As an intern for Tennis Canada at the Toronto venue this summer, I had the unique opportunity to get a behind-the-scenes look at this WTA 1000 Tournament and witness the purpose-driven activities that Tennis Canada and its partners worked on throughout the tournament. This article will highlight the key sustainability, equity, and accessibility initiatives while also exploring trends I witnessed and potential ways to enhance the fan experience and strengthen purpose-driven efforts in future tournaments.
Sustainability
In addition to breaking attendance records, the National Bank Open demonstrated a strong commitment to sustainability, implementing initiatives that not only enhanced the fan experience but also contributed to environmental stewardship. Two key programs stood out during the event:
Water Refill Stations
Water refill stations were present across the site with consistent lines of people utilizing the great free resource. This initiative is great as it offers fans an alternative from purchasing beverages as well as decreasing the amount of plastic waste created throughout the duration of the tournament. An additional point I found very interesting from a partner sampling perspective was the fact that these water refill stations gave the opportunity for fans to use their newly gifted water bottles from partners right away on site adding a really engaging angle for these sampling water bottles that hasn't been possible before. This program is something Tennis Canada should continue to develop in future tournaments. Additionally these water refill stations have the potential to be a value add for a water product partner in future. As seen in a previous article RBC Canadian Open Review Yeti used these same water refill stations as an opportunity for additional branding and to align themselves with sustainability which can be beneficial for both the partner and fans for future tournaments.
Free TTC Rides After Evening Matches
Tennis Canada in partnership with Toronto Transit Commission (TTC) looked to help alleviate fans driving to the venue as well as the financial cost of leaving the venue by offering free subway rides after evening matches. This was the first year this program was implemented so although there are potential improvements to be made the partnership was a great move by Tennis Canada in order to improve fan experience as fan experience is not solely what happens at the venue but the entirety of the experience. I hope to see this initiative implemented in future tournaments.
Equity
Tennis Canada has made significant strides in promoting equity within the sport, with a focus on gender equality and youth development. Two standout initiatives at the 2024 National Bank Open showcased their commitment to fostering an inclusive environment both on and off the court:
Game.Set.Equity
The Game. Set. Equity. program, a gender equity initiative by National Bank of Canada and Tennis Canada, was a prominent feature of the 2024 National Bank Open. This long-term initiative aims to promote gender equity at all levels of tennis, from grassroots to professional, by creating equal opportunities for women and girls through education, community engagement, and partnerships. A standout moment this year was the introduction of purple umpire chairs on center court, symbolizing the push for gender equality. Additionally, August 8 was dedicated to gender equity, featuring activities like fan engagement with purple-themed events, junior girls' tennis demonstrations, and participation from women sports luminaries. These efforts were designed to raise awareness and spark conversation about the ongoing progress and future of gender equity in tennis. The presence of National Bank and the Game. Set. Equity. initiative was clearly felt throughout the tournament.
Rogers First Set
Rogers Communications, being a presenting partner of the tournament, had a large presence on site this year through various fan zones and interactive events. Included in this was their Rogers First Set program. The Rogers First Set program, in partnership with Tennis Canada, introduces over 60,000 Canadian youth to tennis each year. The program is designed for kids aged 5-12 and uses a progressive approach, adapting equipment and court sizes to suit players' abilities. It emphasizes both technical skill development and character building, offering a fun and inclusive environment. The initiative is part of Tennis Canada’s broader effort to promote tennis at the grassroots level, encouraging lifelong participation in the sport. Additionally Rogers First Set extends Rogers’ long standing partnership with Tennis Canada, which includes a community covered courts program with the aim of building 160 new year-round courts at up to 30 facilities across Canada by 2029. This $5.6 million multi-year program will make year-round tennis a reality for thousands of Canadians and help grow participation amongst youth and empower the next generation of high-performance athletes. Rogers First Set was on full display at the tournament offering clinics for kids along with other programs to help people get introduced to the game of tennis.
Accessibility
Tennis Canada is dedicated to making tennis accessible to everyone, ensuring that fans of all ages and backgrounds can enjoy the sport. One of the standout initiatives that exemplifies this commitment is the Free Family Day Weekend at the National Bank Open.
Free Family Day Weekend
The National Bank Open presented by Rogers broke an all-time attendance record during its annual 407 ETR Family Weekend by welcoming over 34,000 fans to the grounds of Sobeys Stadium, beating the previous record of 31,935 set last year. Taking place on Sunday, August 4, and Monday, August 5, fans enjoyed qualifying matches and a host of fun activities onsite. The 407 ETR Family Weekend at the National Bank Open in Toronto offers free admission and a range of family-friendly activities. These include tennis-themed games, face painting, a mini train ride, meet-and-greets with mascots, an air guitar contest, arts and crafts, and more. It's a fun-filled event designed to engage children and families in tennis and other entertaining activities at Sobeys Stadium. Family Day Weekend allows the opportunity for families to be introduced to Tennis in a very affordable way, it also gives brands the opportunity to connect with families and fans with less of a focus on sport and more of a focus on fun and unique activities. the LEGO Group was a prime example of a brand utilizing this weekend to be sport adjacent but still create opportunities for families to play and have fun with their product. Family Day Weekend provided opportunities for fans to have a cheap accessible fun weekend and I think this is one of Tennis Canada’s best promotions.
Key Tournament Trends
Throughout the tournament, two significant trends emerged in partner activations and item sampling that greatly enhanced fan engagement.
Customizable Sampling
A noticeable trend was the emphasis on creating customizable products and experiences for fans. Gatorade offered water bottles that could be personalized with a custom name, Sobeys provided reusable shopping bags customizable to add fans' faces, and Stella Artois had a chalice engraving station. These activations allowed fans to create something unique and personal, fostering a deeper connection with the brands. The activations that included customization consistently drew longer lines and received positive feedback from fans. This trend of mass customization is growing in popularity, and Tennis Canada should continue collaborating with partners to make these types of activations more common, as they benefit the fans, partners, and the tournament overall.
Tournament-Specific Sampling
Another trend centered around sampling, which took place at the entrance of the site and at the beginning and end of most sessions. The sampled products included gift cards, water bottles, and even Lego sets. The items that resonated most with fans and created a tangible buzz were those that were tennis and venue-specific. A prime example was National Bank’s pop-up tennis ball-shaped water bottles, handed out at the gates. These bottles quickly became a sought-after item, as they were not only tennis-themed but also practical for use during the event. This approach to sampling, where products are closely tied to the event and have post-event utility, not only reduces waste but also enhances the brand's positive association with the event. Tennis Canada should prioritize working with partners to ensure that sampling efforts are intentional, providing items that benefit both the partners and, more importantly, the fans.
Conclusion
The 2024 National Bank Open presented by Rogers showcased significant strides in purpose-driven initiatives. The tournament highlighted key areas of sustainability, equity, and accessibility. Sustainability efforts included water refill stations and free TTC rides, which enhanced the fan experience and reduced waste. The Game. Set. Equity. program and Rogers First Set emphasized gender equality and youth engagement in tennis. The Free Family Day Weekend broke attendance records and offered an affordable, family-friendly introduction to the sport. Key trends included customizable sampling and event-specific items, which created strong fan connections and practical use, reducing waste.
As the tournament expands to 12 days next year, these initiatives will have even greater impact. Observing these efforts along with the process of putting on an event of this magnitude was a valuable experience, and I look forward to seeing the event be a catalyst for Tennis across Canada and the world for years to come!
References
Gender Equity Front and Centre at the 2024 National Bank Open
