The 2026 Miami Open, a premier event on both the ATP and WTA tours, is bolstering its commercial partnerships ahead of a significant shift in ownership. A wave of new sponsors has joined the tournament, alongside renewals from established partners, signaling continued confidence in the event’s global appeal. The tournament is scheduled to grab place between March 15 and 29 at Hard Rock Stadium.
Among the new additions are Italian tire brand Pirelli, health and wellness firm Thorne, Brazilian tech company CRMBonus, pet food brand Purina Pro Plan, luxury eyewear brand Oliver Peoples, travel agency MundoTenis Tours, and Vanda Pharmaceuticals. These companies will integrate their brands into the tournament experience, activating across various platforms to reach a broad audience.
Pirelli, as an official partner, will focus on enhancing fan engagement by tracking serve speeds, providing on-court visibility, and launching digital initiatives. Thorne, meanwhile, has secured a multi-year deal to grow the tournament’s exclusive provider of vitamins, minerals, and supplements. This partnership will see Thorne products integrated throughout the athlete preparation areas and featured prominently during global broadcasts, with branded shaker bottles available to players.
The influx of new sponsors complements a strong roster of returning partners. Presenting partner Itaú leads a platinum sponsor group that includes the Public Investment Fund (PIF), Cadillac, Betway, Emirates, Lacoste, Stella Artois, La Roche-Posay, Disney Cruise Line, and DoorDash. Additional renewals come from Baptist Health, PNC Bank, Sea-Doo, Publix, Moroccanoil, Parmigiano Reggiano, and Siggi’s, demonstrating the enduring value of the Miami Open platform.
This year’s Miami Open marks the first event under new ownership. In October 2025, Mari, a sports and entertainment holding company led by former Endeavor chief executive Ari Emanuel, acquired the tournament for over $1 billion. The acquisition included not only the Miami Open but also the Madrid Open, as well as the WTA Abu Dhabi Open, Citi DC Open, and SP Open, signaling a significant expansion of Mari’s tennis portfolio. Stephen Ross, owner of the NFL’s Miami Dolphins, is a principal investor in this new structure, alongside financial backing from Apollo, RedBird Capital Partners, Qatar Investment Authority, and Ares Management.
New Ownership and Expanded Portfolio
The change in ownership represents a new chapter for the Miami Open, with Mari poised to leverage its broader portfolio of tennis events to enhance the fan experience and attract further investment. The acquisition from Endeavor underscores the growing commercial value of professional tennis and the potential for continued growth in the sport.
Sponsorship Activation Plans
Beyond brand visibility, sponsors are planning a range of activations to engage with fans on-site, and digitally. Pirelli’s serve speed tracking will provide real-time data and create engaging content for social media, whereas Thorne’s integration into the athlete preparation areas highlights its commitment to supporting player performance. The diverse range of sponsors reflects the broad appeal of the Miami Open, attracting brands from various industries.
The Miami Open’s ability to attract and retain sponsors is a key indicator of its health and future prospects. As the tournament prepares for its 2026 edition under new ownership, the strong commercial foundation provides a solid platform for continued success. The event’s location in a vibrant international city, combined with its high-profile player field, makes it a valuable marketing opportunity for brands seeking to connect with a global audience.
Looking ahead, the focus will be on integrating the new sponsors seamlessly into the tournament experience and leveraging the expanded Mari portfolio to create synergies across events. The 2026 Miami Open promises to be a showcase for both world-class tennis and innovative brand activations.
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