DALLAS, February 19, 2025 (Press Release)
The 2025 Dallas Open marked its most successful edition yet, setting new benchmarks for attendance, ticket sales,and sponsorship engagement. The tournament, owned by GF Sports & Entertainment and held for the first time at The Star in Frisco, Texas, saw a substantial increase in spectators and corporate partnerships, reinforcing its status as one of the premier tennis events in the United States.
Nearly 62,000 fans attended the Dallas Open over its nine-day run, capitalizing on the expanded capacity at Ford Center. The move from SMU’s Styslinger Altec Tennis Complex to The Star allowed for increased seating capacity, tripling the number of fans able to attend compared to previous years. Premium seating alone saw an increase of 300 seats, with club and courtside seating options selling out well ahead of the tournament’s start.
“The energy and enthusiasm we’ve seen from fans and sponsors this year have been incredible,” said Tournament Director Peter Lebedevs. “Moving to The Star has given us the opportunity to elevate the fan experience, and the response has been overwhelming. This was a tournament that North Texas truly embraced.”
Denis Shapovalov emerged as the 2025 Dallas Open Champion, leading a strong player field that included top-ranked Americans Taylor Fritz, Ben Shelton, Frances Tiafoe, and Tommy Paul, as well as international stars like Casper Ruud. The competition delivered high-energy matches, attracting a robust television audience and further cementing the event’s growing national and international profile.
Sponsorships also reached record highs, with a total of 37 partners, including 17 new sponsors such as Choctaw Casinos, Hugo Boss, Kendra Scott, Alto, and Baylor Scott & White. The tournament also introduced exclusive VIP experiences, contributing to a 397% increase in food and beverage sales. Meanwhile, merchandise sales saw an increase of 204% compared to 2024, reflecting the growing demand for Dallas Open-branded apparel and collectibles.
Building on its commitment to elevating the fan experience, the tournament introduced several new features this year, including a free-to-the-public interactive Fan Zone, which included live music performances, as well as upgraded food and beverage options curated by Legends Hospitality. Fans had access to premium amenities, including the newly introduced Choctaw Club, which provided exclusive hospitality and player meet-and-greet opportunities.
“The success of this year’s tournament proves that the Dallas Open is on an exciting trajectory,” said Justine Pletnick, VP of Marketing and Revenue Strategy for GF Sports & Entertainment. “Our focus has been on delivering a best-in-class experience for fans, players, and sponsors, and we’re only just getting started. With this foundation, the future is incredibly bright.”
Charlotte Jones, Chief Brand Officer and Co-Owner of the Dallas Cowboys Football Club, also emphasized the significance of hosting the event at The Star: “Partnering with the Dallas Open has been an incredible experience. Tennis is a sport that brings people together, and it’s amazing to see the energy and excitement the tournament brings to The Star. We are thrilled to help grow this event in North Texas and provide a world-class venue for fans, players, and sponsors alike.”
