Digital asset platform Nexo has finalized a multi-year agreement to serve as the title partner for the Dallas Open. The partnership coincides with the tournament’s elevation to an ATP 500 event, a status that brings higher prize money and higher-ranked players to the competition.
The deal positions Nexo as a primary sponsor in professional tennis. The tournament will officially operate as the “Dallas Open presented by Nexo” starting with the 2025 edition.
Tournament Upgrade and Venue Change
The Dallas Open has undergone significant structural changes. The Association of Tennis Professionals (ATP) upgraded the tournament from an ATP 250 to an ATP 500 level event.
This classification makes it one of only 16 such tournaments globally and the sole indoor ATP 500 event in the United States.
To accommodate the expanded status, the tournament will relocate to the Ford Center at The Star in Frisco, Texas. This facility serves as the world headquarters and training complex for the Dallas Cowboys. The venue change allows for increased seating capacity and improved amenities for players and spectators.
Nexo Co-founder Antoni Trenchev stated the partnership highlights the company’s commitment to excellence.
“Our partnership with the Dallas Open signals a new chapter for Nexo,” Trenchev said. “Just as tennis demands resilience, precision, and strategy, Nexo is built on these same principles.”
Strategic Visibility in Sports
This sponsorship occurs during a period where crypto advertising in sports has recalibrated. While 2021 saw a rush of exchange logos on arenas and jerseys, recent years have seen a contraction in such spending.
Nexo’s entry into the ATP circuit suggests a targeted approach to brand building rather than broad-market saturation.
Peter Lebedev, Tournament Director of the Dallas Open, noted the alignment between the two organizations.
“We are thrilled to welcome Nexo as our title partner as we enter this exciting new era as an ATP 500 tournament,” Lebedev said. “Nexo’s dedication to innovation matches our vision for delivering a premier experience for fans and players alike.”
Exposure and Implementation
The agreement ensures Nexo receives extensive visibility. Branding will feature on the court surface, net signage, and throughout the venue. The deal also includes broadcast integration, guaranteeing exposure to international audiences tuning into the ATP tour.
The partnership extends beyond signage. Nexo plans to integrate client experiences and hospitality events during the tournament week. This approach targets high-net-worth individuals and institutional clients often present at premier tennis events.
The 2025 Dallas Open is scheduled to take place in early February.
