The National Bank Open, presented by Rogers, has taken a bold step forward by expanding into a 12-day event featuring a 96-player singles draw. This evolution brings the tournament closer in structure to Grand Slam events and marks the launch of a new campaign titled "Welcome to the Tennis Playground." Led by Tennis Canada and developed in collaboration with Sid Lee, this initiative aims to reflect the inclusive and vibrant spirit of the event's host cities, Montreal and Toronto.

The campaign captures the essence of tennis as more than just a sport; it's framed as a cultural celebration that intertwines music, fashion, gastronomy, and community. By reimagining traditional elements—such as the on-court signature ritual typically reserved for champions—the event invites fans and players alike to become part of its evolving story. The transformation includes creative installations, digital content, and multimedia experiences designed to reshape how people engage with tennis beyond the boundaries of the court.

As the only ATP and WTA 1000-level event in Canada, the National Bank Open is embracing its role not only as a sporting spectacle but also as a platform for unity and pride. The expanded format and refreshed identity aim to highlight the economic and social impact of the tournament while celebrating inclusivity and creativity. In doing so, the event encourages everyone to see tennis as an accessible and joyful experience that reflects the diverse spirit of the nation.

Tennis, when infused with culture and community, becomes more than competition—it transforms into a shared celebration of identity and belonging. Events like the National Bank Open remind us that sports can be a powerful force for connection, inviting all to participate in something larger than themselves. When traditions evolve with purpose, they open doors for collective joy, creativity, and unity. That’s the true power of reimagining what a game can be.