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 tournament director Feliciano Lopez. <\/p>\n
“We’ve always been a very innovative and technological tournament. And in that regard we’ve always been the ones to take the biggest risks, always with the intention of doing something new and surprising people.”<\/p>\n
But the move to the Bernabeu is not solely a glamorous photo opportunity. <\/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
Madrid president Florentino Perez, often seen watching tennis at the Caja Magica, has long harboured hopes of bringing the sport to the Bernabeu, most notably in 2019 when he proposed hosting an exhibition match between Rafael Nadal and Roger Federer.<\/p>\n
The stadium is also set to host an NFL game later this year.<\/p>\n