Dallas Cowboys Showcase Flex Brand Power as They Take on New Role of Tennis Tournament Hosts
Billionaire Jerry Jones’s family, the owners of the world’s most valuable sports team in the Dallas Cowboys, is taking another step beyond football by branching into tennis.
The Dallas Open, in partnership with the Cowboys, is spiffing itself up with bigger names, a new venue in the headquarters of the National Football League team and a $2.8 million purse that’s more than triple last year’s total. The Association of Tennis Professionals upgraded the tournament this year to an ATP 500 event, meaning winners will score more points in its rankings.
In a groundbreaking move that underscores their expansive brand influence, the Dallas Cowboys are set to host the Dallas Open tennis tournament at their state-of-the-art facility, Ford Center at The Star in Frisco, starting in 2025. This initiative is part of a strategic partnership with GF Sports & Entertainment and coincides with the tournament’s elevation to an ATP 500-level event.
A New Chapter for the Dallas Open
The Dallas Open, which relocated to North Texas in 2022, has rapidly gained prominence in the tennis world. The tournament’s upgrade from an ATP 250 to a 500-level event signifies its growing importance, offering approximately $2.8 million in prize money and attracting higher-ranked players. This elevation places the Dallas Open among only 16 global events at the 500-level and one of just two in the United States.
The Venue: Ford Center at The Star
Ford Center at The Star, the Dallas Cowboys’ World Corporate Headquarters and Training Facility, is a 12,000-seat stadium designed to host a variety of events beyond football, including concerts and now, professional tennis. Charlotte Jones, Owner & Chief Brand Officer for the Dallas Cowboys, emphasized the facility’s versatility:
“This facility and campus was built not only as the World Corporate Headquarters for the Dallas Cowboys, but also to host world-class events like this one, and we’re thrilled to host the stars of pro tennis at Ford Center at The Star in Frisco.”
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Strategic Partnership and Community Engagement
The collaboration between the Dallas Cowboys and GF Sports & Entertainment aims to enhance the tournament experience for players and fans alike. Peter Lebedevs, Executive Vice President of Tennis Operations & Tournament Director for the Dallas Open, expressed enthusiasm about the partnership:
“We are thrilled to partner with the Dallas Cowboys as the Dallas Open begins a new chapter as an ATP 500 tournament. We look forward to welcoming a stronger, more diverse field of players and thousands of enthusiastic tennis fans at The Star in Frisco, the new home of the Dallas Open.”
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The tournament will continue its tradition of awarding the top male tennis player at Southern Methodist University (SMU) with a singles main draw wildcard, reinforcing its commitment to supporting emerging American talent.
A Symbolic Kickoff
To celebrate this new phase, Dallas resident and 16-time ATP tour winner John Isner made a ceremonial 30-yard field goal at the Cowboys Training Facility. Isner, who retired from professional tennis earlier this year, played a significant role in bringing professional men’s tennis to North Texas. His successful kick symbolizes the fusion of football and tennis cultures in this innovative partnership.
Looking Ahead
The Dallas Open’s move to Ford Center at The Star in Frisco marks a significant milestone in the convergence of major sports franchises and professional tennis. This partnership not only elevates the tournament’s status but also showcases the Dallas Cowboys’ commitment to diversifying their brand and engaging with a broader sports audience.
As the Dallas Open prepares for its inaugural event at this iconic venue in February 2025, tennis enthusiasts and sports fans alike can anticipate a unique and enhanced experience that blends the excitement of professional tennis with the unparalleled atmosphere of a premier football facility.
