The two-week Miami Open celebrated its 40th anniversary at Hard Rock Stadium, which took over as host venue in 2019, with 405,000 attendees who enjoyed the full campus experience. In addition to catching a variety of matches, guests played padel and pingpong, visited dozens of activations that educated and immersed, and indulged in a slew of local food and beverage options, from quick takeaway counters to fine dining experiences.Photo: Courtesy of Miami Open Presented by ItaĂş
MIAMI—The Miami Open presented by ItaĂş, in collaboration with IMG, celebrated its milestone 40th anniversary March 16-30 at Hard Rock Stadium, attracting an impressive 405,000 attendees. On the final day of the tournament, Jakub MenšĂk shocked the world with his first Miami Open men’s title win against his idol, Novak Djokovic, while Aryna Sabalenka, off a recent finals loss from the Australian Open, redeemed herself with a women’s title win against Jessica Pegula.
For both first-time attendees and returning devotees, the Miami Open has become a mainstay in Miami’s high-season lineup of spring events. “The Miami Open presented by Itaú has become a staple during Miami’s high season because of our ability to evolve and enhance the fan experience year after year,” said Pri Shumate, Hard Rock Stadium's chief marketing officer. “Beyond world-class tennis, there’s also an incredible food and beverage scene and a festival-like atmosphere that brings fun for all ages.”
The Evolution of the Open
In its four decades, the Miami Open has evolved and expanded to a point where it essentially outgrew its original home in Key Biscayne. The tournament transitioned to Hard Rock Stadium in 2019 with the goal of finding a new venue that still honored the vision of founder Butch Buchholz, according to owner of the Miami Dolphins and Hard Rock Stadium Stephen Ross.“The move to Hard Rock Stadium provided an exciting opportunity to build on that foundation, creating a larger, more dynamic space that could accommodate new experiences while keeping the core of world-class tennis intact inside an NFL stadium,” shared Chris Clements, Hard Rock Stadium's chief financial officer. “This year, we are celebrating 40 years; we are proud of how we were able to keep its identity while enhancing the player and fan experience.”
Hard Rock Stadium’s expansive layout has allowed this evolution with its variety of engaging spaces and an efficient flow. This included exciting elements like the Piper-Heidsieck Sky View, which offered a unique bird’s-eye view of the action from a gondola, and the Baptist Health Skills Zone, where kids could test their tennis skills in a fun and engaging way.
“Many partners, such as presenting sponsor Itaú, have stayed with us through the transition, but new ones have also joined, creating a seamless integration of brands and experiences that resonate with fans,” said Clements. “It’s been a priority for us to bring Miami to the Miami Open—blending world-class tennis with the local culture, making the event feel like a celebration of the city itself.”
While the tournament has grown in both its entertainment offerings and attendance, the core of the Miami Open remains unchanged: showcasing the best tennis talent on a global stage, in the heart of South Florida.
Celebrating Miami’s Melting Pot
Outside of the action-packed tournament, fans flocked to campus for an engaging and immersing experience thanks to this year’s “More Than Tennis: A Festival of Culture, Music & Celebration” campaign. The agenda kicked off a first-ever free, family-friendly fan event, Opening Day presented by Bakerly (March 16), which included entertainment for all ages and a Lacoste fashion show parading exclusive tournament fashions and merchandise.“This year’s programming was carefully designed with our fans in mind, aiming to create a truly inclusive and dynamic experience,” said Shumate. “For the first time, we made our Opening Day free to the public, giving guests the opportunity to enjoy a day full of tennis, family-friendly entertainment, musical performances, and fun activities with no cost for entry. This provided new fans the opportunity to experience the Miami Open, with the hope of piquing their interest and desire to return throughout the tournament and for years to come.”
Two cultural moments followed: Brazilian Heritage Day presented by ItaĂş (March 19), with performers and capoeira dancers along with coffee and caipirinha specials, and Hispanic Heritage Day presented by PNC Bank (March 20), with mariachi performances, Latin-style drummers, and curated Hispanic food and beverages.
Inclusion was also a prominent theme: Women’s Empowerment Day (March 24), presented by Gillette Venus, ensured visitors spent time at women-owned pop-ups on campus and attended panels with panelists like 18-time Grand Slam singles champion Martina Navratilova. Plus, Out at the Open (March 25) celebrated LGBTQ+ pride with colorful performances and giveaways.
“We incorporated engaging theme days throughout the tournament, each celebrating culture, empowerment, and pride,” shared Shumate. “These days were designed to foster connection and celebrate diversity. These efforts are all about offering something for every fan—whether they’re attending to enjoy the tennis or to take part in the celebration of culture, identity, and community.”
Spotlight On: Local Vendors
Miamians love to eat and drink, and the Miami Open presents a wide footprint for local vendors to pop up and shine. Returning favorites like Bodega Taqueria y Tequila, Piper-Heidsieck Champagne, Stella Artois, Dobel Tequila, and Kiki on the River are familiar names that attendees could look forward to, but first-timers also stepped up to curate exciting new dining and imbibing experiences. For instance, Zuma Miami’s full-service pop-up restaurant offered guests an upscale, air-conditioned refuge inside the stadium so they could enjoy signature cocktails, bites, or an omakase experience—live tennis on the flat screens ensured no point was missed. More casual tastes were also on hand, like a New York-style pizza counter by Miami Slice.“At Hard Rock Stadium, we understand how crucial it is to showcase and support local food and beverage offerings, as they play a vital role in creating a memorable fan experience,” said Clements. “We work together with Sodexo Live! to compile a lineup that reflects Miami’s rich culinary landscape, featuring a diverse selection of dining options. Our goal is to offer something for every fan, whether they’re savoring a quick bite between matches or indulging in a fine dining experience.”
Immersing and Engaging Brands
The Miami Open has become a premier event for brands to engage with a diverse and high-profile audience. This year’s tournament offered unparalleled opportunities for brands to connect with fans in authentic and impactful ways. “Our audience skews international and youthful, two areas that are highly coveted by marketers,” shared Shumate. “From the world-class tennis action to the vibrant atmosphere across campus, the event provides a platform for brands to create next-level experiences, offer exclusive VIP perks, and provide attendees with unique activations.”This year, Cadillac embraced the opportunity, showcasing its innovative all-electric vehicle lineup at the Sunset Terrace. Additionally, the Dunlop booth introduced the world’s first courtside smart kiosk, which offers players instant access to premium equipment. “These activations not only enhance the fan experience but also create memorable moments that go beyond traditional advertising,” offered Shumate.
Also on hand were a slew of beauty brands: La Roche-Posay offered a tennis simulator and handed out much-appreciated sunscreen samples; Moroccanoil showcased a tennis-forward campaign and gifted shampoo and conditioner samples; and Innbeauty Project educated on clean product innovation and offered special-edition Miami Open totes. Plus, the CELSIUS Live Fit lounge was on hand to hydrate and energize with single-serving drink packets. “The diverse range of brands participating demonstrates how effectively the Miami Open serves as a marketing platform, offering brands the chance to engage directly with fans in a way that feels both fun and relevant,” said Shumate.
Another first partnership highlight was Ultra Park by Padel Lux, a custom-designed padel court complex, which allowed fans to get fully immersed in the rapidly growing sport. From March 27-30, the Publix Padel Club also gave a glimpse into the global sensation in action. “This new integration is a perfect example of how we continue to find new ways to evolve the Miami Open, ensuring there’s always something fresh and exciting for everyone,” said Clements.
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