When upper-crust professional tennis returned to the Dallas-Fort Worth market in 2021, it marked the revival of one of the sport’s most important regions.
After three successful years at SMU’s Styslinger/Altec Tennis Complex, the Dallas Open made a bold move last year to the Ford Center at The Star in Frisco, home of the Dallas Cowboys.
It was a strategic shift that resulted in bigger crowds, more marquee players, increased prize money, and greater visibility.
Dallas Open EVP and Tournament Director Peter Lebedevs is enthusiastic, to say the least, saying his team hit all the lofty goals set last year.
Now, he’s aiming for even more progress in 2026.
Lebedevs noted a dramatic attendance increase, from 40,000 to 62,000 attendees, and three players in the top 10.
“The way GF Sports and the Dallas Cowboys worked together to create the amazing event,” he said, “Both sides brought new ideas and concepts from our experiences to create the final version.”
He said he was also proud … “of how tennis players trusted our vision and supported the event so well in its new home.”
“The tournament sits in a good spot in the calendar for Dallas support, as well as surrounding states,” said former pro tennis star and Dallas Open ambassador John Isner, who is a Park Cities resident. “I met patrons last year who came into town from Oklahoma and Arkansas to cheer on their favorite players.”
Speaking of players, the list of athletes participating this year is impressive and includes Taylor Fritz, Casper Ruud, and Ben Shelton.
“Our first year report from the players and the ATP was overwhelmingly positive,” says Lebedevs.
“We received some of the highest marks from the players of any ATP 500.”
(The Dallas Open is one of only two ATP 500 events in the U.S.)
As for the fan experience, “Outside of the Grand Slams and ATP 1000 events, it’s very hard to get so many high-ranked players playing in the same tournament,” said Isner.
Lebedevs points to an exciting new Fan Zone, tasty upgrades in food and specialty drinks, and various technologies to enhance the overall experience.
“Once fans are in the venue, they’ll be able to watch all the players practicing for their matches from just 18 feet away.”
“The Ford Center is an unbelievable place to host any event, let alone a tennis tournament,” said Isner. “The facility is world-class and creates an atmosphere that’s attractive for players and fans alike.”
VIP boxes and the new courtside seats will have access to the Choctaw Club, with its exclusive culinary offerings for every session, plus player meet and greets every evening. “There is something for everyone at the tournament,” said Lebedevs
He points to one more unique offering at the Dallas Open: “The level of athletes playing and how accessible they are to the fans -- no other sport offers (approachability) like tennis.”