Just when most tennis fans had gotten used to calling the annual Key Biscayne tournament the Sony Open after a string of sponsors starting with Lipton, the event will have a new name beginning in 2015. This time, the name will be easy to remember: Miami Open.
Tournament owner IMG announced on Tuesday that the event will be sponsored by Itau, the largest privately-owned bank in Latin America, and for the next four years, the official full name will be Miami Open, presented by Itau.
The 2015 Miami Open Is March 23-April 5 at the Crandon Park Tennis Center on Key Biscayne.
Andrea Pinotti Cordeiro, Marketing Director of the Brazil-based bank, said: “At Itaú, we think of sport as one of our main brand values because it strengthens, unites and transforms people. Because we believe in investing in sport, we are proudly taking our sponsorship of the Miami Open to a new level. Leveraging the Miami brand is a great effort to strengthen Miami’s reputation as an epicenter for sport and entertainment. The city is also home to Itaú’s international private banking operations, which is why we see the Miami Open as a perfect platform to strengthen our relationships with our clients around the world.’’
Adam Barrett, Miami Open Tournament Director said: ‘’We are proud to announce a new model for the Miami Open which will help take our event to an unprecedented level of international appeal and fan engagement. Itaú’s understanding of the international consumer experience, innovation, entertainment value, and commitment to the growth of tennis makes the company an ideal partner for the Miami Open.”
Itau has been involved with the Miami tournament for the last six years, and is also the lead sponsor of the Rio Open, and was the Official Bank of the 2014 World Cup, as well as the sponsor of the Brazilian National Football Federation.