Tennis Canada launches new marketing campaign ahead of August’s NBO . Shania Twain’s “Man! I Feel Like A Woman!” provides the perfect soundtrack.
Tennis Canada invites fans to witness The Best of Women’s Tennis at the 2024 National Bank Open presented by Rogers (NBO) following the launch of the tournament’s official marketing campaign. Just 11 weeks away, the stage is set for this year’s Hologic WTA 1000 event at Sobeys Stadium (August 4-12) and it promises to be one of the highlights of an already monumental year for women’s sport in Canada.
Produced in collaboration with Montreal-based international creative services firm Sid Lee, the campaign reflects the strength of the women’s game and emphasizes: It’s not the best of women’s tennis, it’s the best of tennis, period. True to that message, its soundtrack is Canadian icon Shania Twain’s empowering 1999 hit “Man! I Feel Like A Woman!”.
“Gender equity is a continued priority at Tennis Canada,” said Karl Hale, Tournament Director, National Bank Open – Toronto. “Women’s tennis is reaching a new level, and we recognize that the players on the Hologic WTA Tour are showcasing some of the highest quality we have ever seen. It’s fitting, therefore, that our 2024 National Bank Open campaign should reflect this, and we look forward to welcoming our fans to Sobeys Stadium to see The Best of Tennis this August.”
This year has already been one to remember for women’s sport. Following Team Canada presented by Sobeys’ first-ever Billie Jean King Cup title last November, the iconic trophy is now touring the country to inspire women and girls to pick up a racquet. Meanwhile, the first PWHL season was underlined by a record-breaking attendance at April 20’s game between Toronto and Montreal, and reports suggest an expansion WNBA team is expected to be formed in Toronto. As the largest week-long women’s sporting event in the world, this summer’s NBO will be another major milestone for women’s sport in Canada.
The 2024 tournament also marks an important step on the Pathway to Equity at the NBO as prize money for its women’s players increases incrementally each year before becoming equal with the men’s in 2027. This crucial pillar of Tennis Canada’s Game. Set. Equity. commitment in partnership with National Bank is made possible thanks to the additional resources from WTA Ventures, support from the tournament’s title partner and the increased revenue generated by the expansion to a 12-day main draw model in 2025.
Alongside the unmissable on-court action, this year’s NBO is primed to provide the best fan experience of any summer event. The week-long festival of tennis kicks off with 407 ETR Family Weekend, for which admission is free, followed by seven days of an action-packed main draw, with a host of off-court activities and opportunities to interact with the stars of the Hologic WTA Tour.
The tournament will start one day later than usual this year, with qualifying taking place on Sunday, August 4 and Monday, August 5 before the main draw gets underway on Tuesday, August 6. The singles and doubles finals will be played during a night session on Monday, August 12.
Tickets are available now, including full-week packages and for individual sessions. For more information, call +1 (877) 283-6647 or email tickets@tenniscanada.com.