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.