Overview The Dallas Open is an ATP 500 men's tennis tournament played indoors at Ford Center at The Star in Frisco, on the Dallas Cowboys' headquarters campus, and the tournament bills it as the only ATP Tour indoor championship in the United States. The draw is 32 singles players and 16 doubles teams on an indoor hard court, with an afternoon and an evening session every day of tournament week. It started in 2022, when the ATP event previously held as the New York Open in Uniondale moved to North Texas, and it stepped up from ATP 250 to ATP 500 in 2025. Nexo became the title partner in 2026. Ford Center combines a multipurpose indoor stadium with the Cowboys' football operations and practice fields, and the 300-room Omni Frisco Hotel is attached. On site The center court is ringed in LED: an end wall facing the main broadcast camera, side walls along both flanks, and branding on the umpire stand, net judge box, players' benches, serve-speed display and shot clock that stays in view for every point. Outside the bowl a Fan Zone runs concerts through the week, and in 2026 a court christening, a draw party and an exhibition opened the tournament. Hospitality is sold by name: Courtside Boxes, Quarterback Corner, the Choctaw Club, the 40 Love Suite, Comfort Loge seating and Frisco Social. Audience The tournament says 75% of its crowd calls Texas home and that fans spend six hours or more on site a day. Sessions are built for particular crowds; in 2026 that meant a Kids Weekend, a Ladies Day with its own brunch, and a DCC Night built around the Dallas Cowboys Cheerleaders. Talent and Influencers Reilly Opelka won the first edition in 2022. Wu Yibing took the 2023 title, Tommy Paul won in 2024 and Denis Shapovalov in 2025, the first year at ATP 500 level. In 2026 Ben Shelton beat Taylor Fritz in an all-American final after saving three championship points, a run that earned him the ATP's Perfect Serve award for February. Players do nightly meet-and-greets with partners and take part in pre-match coin tosses. Track record The move to ATP 500 in 2025 raised prize money to $2,760,000. In its partnership materials the tournament counts a total viewing audience of 9.4 million across broadcasts in more than 180 markets, with viewers watching 73 minutes on average, and values its broadcast exposure for partners at $40.3 million. Brand presence Partners are sold in three tiers, and every tier carries official category status, rights to the tournament's name, logo and imagery, and an ad in the tournament program. The top tier adds end-wall LED on center court, an LED takeover of the deuce, set point, match point or replay graphics, a courtside box or Comfort Loge and 200 square feet of Fan Zone space; the middle tier gets 100 square feet. Inside the building, the Choctaw Club carries a partner's name.