Nexo lands title rights to ATP Dallas Open, activates Australian Open deal

Digital asset platform Nexo has doubled down on its tennis sponsorship activity after securing naming rights to the Dallas Open, one of the more prestigious tournaments on the third-tier ATP 500 men’s tennis circuit.

The multi-year deal sees Nexo become the first-ever title partner of the US tournament, which will be renamed the Nexo Dallas Open from the 2026 edition.

This year’s event is due to take place from February 7 to 15 at the Ford Centre at The Star in Frisco, the headquarters and training facility of American football’s Dallas Cowboys.

Tournament director Peter Lebedevs has said: “Securing a title sponsor of this calibre as we launch into year two as an ATP 500 event continues to elevate our tournament on the global stage. Aligning with a partner that is shaping the next generation of digital asset solutions strengthens our vision for the next generation of tennis.”

The new deal comes a year after the Dallas Open was elevated to ATP 500 status, increasing its international visibility and commercial appeal.

For Nexo, the agreement builds on its strategy to increase its visibility through sports sponsorships, having already struck multiple tennis partnerships – including with the wider ATP Tour, as well as multi-year deals with the Tennis Australia governing body, the ATP 500 Acapulco Open, and the ATP 250 Los Cabos Open.

Away from tennis, Nexo has a three-year partnership in place with European golf’s DP World Tour that includes title sponsorship of the Scottish Championship. Under the agreement, which was struck in July last year, Nexo is the official partner to the Scottish Open, British Masters, PGA Championships, Abu Dhabi Championship, and the DP World Tour Championship.

Meanwhile, as part of its partnership with Nexo, Tennis Australia has today launched the Australian Open 2026 AUD $10 Million Bracket Challenge.

The challenge will see tennis fans across Australia given the chance to win AUD $10 million by correctly predicting the winner of every match in either the men’s or women’s singles draw – a total of 127 matches – before the tournament begins on January 18.

If no entrant achieves a perfect bracket, consolidation prizes will be awarded to the highest-scoring brackets in each draw, with AUD $10,000 for the top men’s and women’s entries.

The activation is open exclusively to Australian residents this year, with plans to expand internationally in future editions.

Tennis Australia chief commercial officer Cedric Cornelis said: “This is a game of skill, not chance.

“The AO Bracket Challenge is about rewarding tennis knowledge and creating an exciting new way for fans to engage with the tournament.”

Entrants can submit their predictions via the official Australian Open website or app once the singles draws are published on January 15, with the challenge to close one hour before the first match on January 18 at 10 am.

Nexo’s partnership with Tennis Australia, struck last month, has seen the platform become the official crypto partner of the Australian Open, as well as of other tournaments organized by the governing body, including the mixed-gender United Cup teams’ tournament, Adelaide International, Brisbane International, and Hobart International.

At the Australian Open, Nexo will gain visibility by sponsoring the tournament’s ‘coaching pods’ – a dedicated area closer to the court introduced in 2025 in which four members of a player's support staff are allowed to provide more frequent in-match coaching.

Nexo branding will appear across the coaching areas in Rod Laver Arena, Margaret Court Arena, John Cain Arena, and Kia Arena

The Nexo deal is one of several struck by Tennis Australia ahead of this year’s edition, having most recently renewed its long-standing partnership with banking group AN and secured a new agreement with realestate.com.au.

December also saw TA add yoghurt brand YoPro to its list of partners, while in October, the organization secured international healthcare group Bupa as the tournament’s official healthcare partner and digital health partner, and Pernod Ricard-owned spirits brand Altos as the official tequila.

Other prominent sponsors include Dubai-based airline Emirates, tyre manufacturer Pirelli, car brand Kia, luxury watchmaker Rolex, and M&M’S Australia, the Australian subsidiary of the chocolate brand owned by snack manufacturer Mars Wrigley.

Last week, TA announced a record prize purse for the 2026 edition. A total of AUD$111.5 million ($74.88 million) will be distributed to players during the tournament, up 16% on the AUD$96.5 million handed out in 2025.

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