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