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Using the global recognition of Real Madrid and the Bernabeu is the latest marketing strategy used by the Madrid Open to increase its visibility.<\/p>\n
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.<\/p>\n
“We’ve always been pioneers,” said Lopez. <\/p>\n
“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.”<\/p>\n
The move to the Bernabeu will provide a glamorous photo opportunity, but there is also practical purpose.<\/p>\n
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.<\/p>\n
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.<\/p>\n
In recent years, several other private venues around the city have been used by players to ease the court congestion.<\/p>\n
For Real Madrid, it marks another opportunity to showcase how their futuristic \u00a31.5bn stadium is capable of hosting other sports.<\/p>\n
The grass football pitch can be divided into six segments, mechanically sliding away and sunk underground into a greenhouse-style storage area.<\/p>\n
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<\/a>.<\/p>\n Madrid president Florentino Perez, often seen watching tennis at the Caja Magica, has also long harboured hopes of bringing the sport to the Bernabeu.<\/p>\n In 2019 he proposed hosting an exhibition match between Rafael Nadal and Roger Federer.<\/p>\n “I think it is a great opportunity for Real Madrid too,” added Lopez.<\/p>\n “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.”<\/p>\n<\/div>\n