Using the global recognition of Real Madrid and the Bernabeu is the latest marketing strategy used by the Madrid Open to increase its visibility.
Among its tactics in recent years has been changing the clay surface to an eye-catching blue, using fashion models instead of ball kids and holding the tournament virtually – with players competing on a games console – during the coronavirus pandemic in 2020.
“We’ve always been pioneers,” said Lopez.
“We’ve always been a very innovative tournament and always been the ones to take the biggest risks, always with the intention of doing something new and surprising people.”
The move to the Bernabeu will provide a glamorous photo opportunity, but there is also practical purpose.
The tournament’s expansion to 96-player singles draws played over a fortnight, along with the doubles events, means it has quickly outgrown the Caja Magica.
The venue, which is about five miles south of central Madrid, has three main show courts, 11 outside courts and five indoor courts, but there remains a lack of practice facilities.
In recent years, several other private venues around the city have been used by players to ease the court congestion.
For Real Madrid, it marks another opportunity to showcase how their futuristic £1.5bn stadium is capable of hosting other sports.
The grass football pitch can be divided into six segments, mechanically sliding away and sunk underground into a greenhouse-style storage area.
The stadium is set to hold an NFL game later this year, although music concerts have been curbed since American pop superstar Taylor Swift performed there twice in 2024 – having sparked a row with local residents over noise pollution.
Madrid president Florentino Perez, often seen watching tennis at the Caja Magica, has also long harboured hopes of bringing the sport to the Bernabeu.
In 2019 he proposed hosting an exhibition match between Rafael Nadal and Roger Federer.
“I think it is a great opportunity for Real Madrid too,” added Lopez.
“They see it as a good chance to use the stadium more and maybe in the future some sort of tennis exhibition match could be there.”
