The Dallas Open, one of only two ATP 500 tournaments in the United States, has announced a new partnership with Shine Entertainment, a leading sports marketing company.
Shine will serve as the strategic sales partner for the tournament, scheduled for February 7–15, 2026, at the Ford Center at The Star in Frisco, Texas.

This collaboration aims to transform media reach into tangible commercial value, expanding the tournament’s local and global impact.
The Dallas Open will feature six of the world’s top 20 players and remains the only indoor tennis tournament in the U.S.

The event has shown remarkable success — attracting over 60,000 attendees, 9 million global viewers, and generating 30 million social media impressions with a media value of $51.7 million.

Peter Lebedev (Tournament Director) praised Shine’s innovative approach and industry expertise as vital to the event’s growth.
Jason Mackey (VP of Business Development) highlighted the synergy between both organizations.
Dario Brignole, CEO of Shine Entertainment, expressed his excitement to partner with such an iconic tournament and reaffirmed his commitment to delivering exceptional value.

Organized by GF Sports & Entertainment, the Dallas Open attracts a high-income audience and maintains a close connection with the Dallas Cowboys organization.