Cincinnati Gets a New Name

Billed as the oldest event in professional tennis, the Cincinnati Masters is set to get a makeover in 2011, plus the event, to be contested August 13-21, 2011 at the Lindner Family Tennis Center in Mason, OH, has been renamed the Western & Southern Open after tournament officials announced the complete rebranding of the event.

Begun in 1899, the Cincinnati Masters is the oldest event still played at its original location. It has been named the Western & Southern Financial Group Masters and Women’s Open since 2004. The Western & Southern Financial Group remains the event’s title sponsor and is closely involved in the creation of the new brand and logo. A change in tournament format and major facility investments are impetus for the rebranding after it was announced earlier this year that Cincinnati will become a combined ATP/WTA event. This new change in the tournament makes the event one of those five where a Masters 1000 ATP event and a WTA Premier level event will be played simultaneously.

The total prize money for the Western & Southern Open will exceed $5 million in 2011, and to accommodate the new format the site is currently undergoing a $7.5 million, 5.4 acre expansion. Highlights of the renovation are: six new courts including a 4000-seat new television court, a new ticket office, grand entry and large retail plaza. The new event will be played on up to eight courts daily, up from a maximum of four in previous years.