A prime example is the SP Open, a WTA 250 circuit tournament held from September 6 to 14 at Parque Villa-Lobos, in São Paulo. The event drew an audience of over 33,000 people and secured 38 sponsors, at least 25 of which executed activations during the competition. The total prize money was $275,000, with 57 players from 21 countries. The champion was 19-year-old French player Tiantsoa Sarah Rakotomanga Rajaonah.

The tournament’s master sponsors were Claro and Heineken 0.0, with additional support from companies such as B3, Allos, BRB, Revo, and Seara. The organization was handled by IMM, which was also responsible for the Rio Open. Alan Adler, CEO of IMM, said the tournament was created to meet pent-up demand. “São Paulo was lacking an event of this scale, and our experience with the Rio Open helped give credibility to the new tournament.”

Among the sponsors, Claro, which has backed the Rio Open since its inaugural edition in 2014, also supported the SP Open. Ane Lopes, the company’s chief marketing and communications officer, said sports sponsorship is part of a strategy to engage and connect. “We strongly believe in sports as a transformative tool and in connectivity—for fans, athletes, and the broader impact sports bring to daily life,” she said. At the event, the brand created a relaxation area with a large screen to follow the matches.

Brazil’s stock exchange, B3, increased its investments through the Sports Incentive Law, allocating R$13.1 million in 2024—up 16.3% from R$11.2 million in 2023. Funds were distributed among social projects, the Rio Open, and the SP Open. Gilson Finkelsztain, CEO of B3, said the tournament symbolizes the link between tennis and capital markets. “We want to go beyond brand exposure and be part of unforgettable moments for participants and spectators alike.”

Allos, which manages shopping malls such as Shopping Leblon and Shopping VillaLobos, views tennis as a strategic investment. The Leblon mall has sponsored the Rio Open since its first edition, and VillaLobos joined the SP Open this year. Isabela Marchon, strategic marketing manager at Allos, said tennis aligns with the features the company seeks to associate with its malls: “Tennis is our flagship sport and the primary sport we directly support.” During the tournament, Allos offered activations, including a mini-court challenge where participants could win prizes.

Revo, a mobility company, made its tennis debut sponsoring the SP Open. The brand supported the “Fast Serve” challenge, won by 15-year-old Brazilian Naná Silva, and created a booth with immersive experiences about its services, a photo cabin, and sports-themed activations. “Through this sponsorship, we hope to strengthen our positioning and deepen connections with our audience,” said CMO Patrícia Dib.

Prudential, insurer and sponsor of both the SP Open and player Bia Haddad, sees the WTA event in São Paulo as a “powerful” platform to reinforce its institutional positioning. “The return generated by initiatives like this is highly strategic and goes far beyond brand exposure,” said Fernanda Riezemberg, CMO of Prudential Brazil.

The country’s most established tournament, the Rio Open, set a new attendance record this year with 69,350 spectators. Marcia Casz, tournament director, expects the record to be surpassed in 2026, when the event runs from February 14 to 22.

Ms. Casz, who also directs the SP Open, said the emergence of Brazilian players like João Fonseca and Bia Haddad among the world’s top ranks helps attract more spectators and sponsors. “Additionally, victories by players like Rafael Matos and Marcelo Melo in doubles showcased the strength of Brazilian tennis, increasing audience identification and drawing more brands interested in associating with this moment.”

In 2025, the Rio Open, an ATP 500-level event, had 40 sponsoring and supporting brands. Ms. Casz expects to maintain or exceed this level next year. This year, more than 88 hours of live coverage were broadcast via SporTV and digital platforms, reaching over 140 countries. For 2026, the goal is to expand the audience further.

Brazil’s tennis calendar will gain a new event: Rackets in Paradise, scheduled for January 18-25, 2026, at the Transamerica Resort Comandatuba in Bahia. Organized by the agency Turn On The Light, the event will feature former top-10 Spanish players Tommy Robredo and Nicolás Almagro in clinics and amateur tournaments, as well as Italian Veronica Casadei, ranked 7th in the world in beach tennis.

The resort will host courts for tennis, beach tennis, pickleball, and table tennis, as well as outdoor cinema and Australian Open broadcasts. Tickets range from R$1,890 (beach tennis) to R$2,890 (tennis) per person, while full packages including flights, lodging, transfers, and ferry service cost between R$31,828 and R$49,328. Participation requires staying at the resort. Tico Sahyoun, CEO of Turn On The Light, said the goal is to create “a technical and inspiring environment” for players and fans. “This is not a high-performance event—it’s an experience-focused event.”