BNP Paribas Open

What BNP Paribas Open does

The BNP Paribas Open, operated by Desert Champions LLC, is the world's largest combined ATP Masters 1000 and WTA 1000 mandatory professional tennis tournament, held annually each March at the 54-acre Indian Wells Tennis Garden in the Coachella Valley, California. Founded in 1976 and owned since 2010 by Oracle co-founder Larry Ellison, the tournament mandates participation from the top 75 ATP and WTA players, drawing a 96-player singles and 32-team doubles field each week. Core infrastructure includes a 16,100-seat Stadium 1 (the second-largest tennis-specific stadium globally), an 8,000-seat Stadium 2, 29 courts, 20 practice courts, and over 35 on-site dining options. Record attendance has been set in three consecutive years, reaching 527,626 fans in 2026, supported by approximately 1,200 annual volunteers.

The business monetizes across five primary revenue streams: ticket sales across multiple tiers ($10 qualifying passes through $100,000+ luxury VIP packages), multi-tier sponsorship under title partner BNP Paribas with a deep category-exclusive roster (BMW, lululemon, PIF, Emirates, Motorola, FAGE, Silversea, Veroni, Spotlight 29 Casino), on-site merchandise via top-shelf retail, a cashless F&B operation across 35+ concession stands including Michelin-star restaurants, and parking/transportation services. Distribution runs primarily through the official website and the AXS digital ticketing platform, supplemented by Steve Furgal's International Tennis Tours / On Location for official hospitality packages and a box-office phone channel. The technology layer is partnership-led rather than proprietary: AXS manages all digital ticketing with unique barcodes, HawkEye provides electronic line-calling on every court, and ID.me authenticates discount eligibility for military, student, and senior buyers.

The audience profile is unusually affluent and educated — average household income above $200,000, 41% holding undergraduate and 53% holding post-graduate degrees, 52% male / 48% female — with $326 average daily spend on local entertainment and 1.8 billion annual advertising impressions delivered through 70+ international broadcast partners and linear TV and digital streaming viewership of roughly 82 million. The tournament functions as an annual two-week live experience anchored in a desert-resort destination, with marketing driven through a 'Tennis Paradise' brand campaign across owned social, an Insider email program, the mobile app, and substantial earned media coverage (250+ on-site media representatives and 150,000+ media mentions annually).

Name

BNP Paribas Open

Legal name

Desert Champions LLC

Website

https://bnpparibasopen.com

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

101–250 employees

Short description

The BNP Paribas Open, operated by Desert Champions LLC, is the world's largest combined ATP Masters 1000 and WTA 1000 mandatory tennis tournament, held each March at the 54-acre Indian Wells Tennis Garden for affluent global fans and corporate hospitality clients.

Ownership category

akta.pro rank

Product category

Professional Tennis Events

NAICS

Spectator Sports (7112), Other Spectator Sports (711219)

akta.pro primary industry

Individual Sports Events (Tennis, Golf, Boxing/MMA, Athletics) (MPAGAMAC)

akta.pro secondary industries

Tennis & Racquet Sports Facilities (MPAKAEAE), Meet & Invitational Organizers (MPAKADAC)

Keywords

• Professional tennis tournament
• Sports event ticketing
• Luxury sports hospitality
• Tennis sponsorship rights
• Sports venue operations

Headquarters

HQ city

Indian Wells

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Ticket Sales: Direct ticket sales for stadium seating (Stadium 1, Stadium 2, Stadium 3) and grounds passes. Stadium 1 day and evening session tickets, reserved seating, and general admission in smaller stadiums. The 2025 event saw a record attendance of 504,268 fans.
2. Merchandise Sales: The tournament set a new merchandise sales record for its 2026 edition, with top-shelf retail stores on-site at the Indian Wells Tennis Garden.
3. Sponsorship and Hospitality: Multiple sponsorship tiers including title sponsor (BNP Paribas), luxury vehicle partner (BMW), official apparel partner (lululemon), and various other sponsors. Luxury VIP packages including private suites, dining, and seating starting at $100,000.
4. Food and Beverage: Over 35 concession options ranging from Michelin star restaurants to traditional stadium fare. Sit-down restaurants including Nobu, Mole Kitchen, Ristorante Mamma Gina, and Porta Via. The venue is completely cashless.
5. Parking and Transportation Services: General parking is free, with ADA, VIP, and valet options available. Hotel shuttle services for partner hotel guests.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

The BNP Paribas Open is an annual two-week combined ATP Masters 1000 and WTA 1000 mandatory professional tennis tournament held each March at the Indian Wells Tennis Garden in Indian Wells, California. It sells ticketed match access across multiple stadiums, luxury VIP hospitality packages, official merchandise, on-site dining, and curated travel packages to tennis fans and corporate clients worldwide.

Product overview

The BNP Paribas Open is the largest combined ATP Masters 1000 and WTA 1000 mandatory tennis tournament in the world, held annually in March at the Indian Wells Tennis Garden in California. The core offering is tournament attendance with multiple ticket tiers (Stadium 1, Stadium 2, Stadium 3, and Grounds Passes) providing access to professional tennis matches. Supporting products and services include the Tennis Paradise Mobile App for digital ticketing and schedules, practice court access, an Official Online Shop for merchandise, luxury VIP hospitality packages with private suites, over 35 on-site dining options including fine dining at Nobu and Porta Via, and travel packages through Steve Furgal's International Tennis Tours/On Location. The tournament also features exclusive experiences including the Eisenhower Cup charity exhibition and celebrity VIP experiences. In 2026, lululemon became the official apparel and footwear outfitter with exclusive co-branded products.

Differentiator

Problem solved

Functional benefit

Products and services

• BNP Paribas Open Tournament Tickets Annual ticketed access to the combined ATP Masters 1000 and WTA 1000 mandatory professional tennis tournament at the Indian Wells Tennis Garden, with reserved and general admission seating options across multiple stadiums. Targeted at general tennis fans, affluent spectators, and families.
• Tennis Paradise Mobile App Official mobile application providing digital ticket access via AXS, match schedules, practice court times, order of play, and venue maps for tournament attendees.
• Luxury VIP Hospitality Packages Premium hospitality packages including private luxury suites with exclusive viewing experiences, award-winning chef dining, upgraded amenities, and access to exclusive areas. Championship weekend packages start at $100,000 and include private suites, dining, and premium seating.
• On-Site Dining Concessions Over 35 concession options spanning Michelin-star restaurants to traditional stadium fare, including Nobu, Mole Kitchen, Ristorante Mamma Gina in Stadium 2, and Porta Via in Stadium 1. The venue operates completely cashless.
• Official Travel Packages via Steve Furgal's International Tennis Tours / On Location Curated luxury tennis travel packages including prime tournament tickets, premium accommodations, world-class hospitality, and exclusive insider experiences, offered through the official travel package provider Steve Furgal's International Tennis Tours (part of On Location).
• Eisenhower Cup Charity Exhibition Annual charity mixed doubles exhibition event featuring top ATP and WTA players competing for prize money that is donated to local charities. The 2026 edition featured Taylor Fritz and Elena Rybakina winning the $200,000 prize.
• Official BNP Paribas Open Online Shop E-commerce platform for purchasing official BNP Paribas Open merchandise, tournament memorabilia, and partner products. The 2026 edition set a new merchandise sales record.
• Practice Court Access Grounds Pass holders and ticket buyers can access 20 easily accessible practice courts plus the iconic player lawn at the Indian Wells Tennis Garden to watch professional players practice and prepare for competition.

Quantifiable outcome

• Record attendance of 527,626 fans in 2026, third consecutive year of record attendance
• +3 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

14 partnerships are on record, tiered flagship, core and supporting.

• BNP ParibasflagshipStrategic or Co-development Partner · 1 January 2009Title Sponsor since 2009. BNP Paribas is a global leader in banking and financial services operating in 64 countries with nearly 178,000 employees. The partnership includes expanding scholarships in Coachella Valley, helping local high school tennis players. BNP Paribas has 50+ years of tennis sponsorship including Roland Garros, Master 1000s in Rome and Monte Carlo.
• City of Indian WellscoreStrategic or Co-development PartnerThe city is a premier residential resort and vacation destination in the United States, located in Southern California's Desert Resort communities. Home to five world-class resorts, Indian Wells Golf Resort, and Indian Wells Tennis Garden. The partnership supports the tournament's desert resort atmosphere.
• EmiratescoreGTM or Marketing PartnerOfficial airline partner connecting fans to the tournament through Dubai hub. Emirates operates modern, efficient aircraft across six continents with culturally diverse workforce delivering award-winning services.
• Steve Furgal's International Tennis Tours / On LocationcoreChannel Partner/ Reseller/ DistributorOfficial Travel Package Provider, premier provider of luxury tennis travel experiences for 50 years. Offers curated travel packages featuring prime tournament tickets, premium accommodations, world-class hospitality, and exclusive insider experiences. Part of On Location, global leader in premium experiences.
• PIF (Public Investment Fund)coreStrategic or Co-development PartnerPlatinum Partner of ATP Tour, Global Partner of WTA Tour, exclusive naming partner of ATP and WTA Rankings. Premier Sponsor of BNP Paribas Open. Committed to elevating global tennis across ATP and WTA events including Indian Wells, Miami, Madrid, Beijing, ATP Finals, and WTA Finals. Part of Saudi Arabia's economic transformation vision.
• FAGEsupportingGTM or Marketing PartnerOfficial Yogurt Partner of 2026 BNP Paribas Open. Founded in Greece in 1926, FAGE is a global brand known for rich and creamy Greek strained yogurt. Markets BestSelf Lactose Free, Total Plain, Creamy Dreamy, and sour cream products.
• MotorolasupportingGTM or Marketing PartnerOfficial Smartphone Partner. Motorola Mobility LLC, wholly owned subsidiary of Lenovo (Fortune Global 500 company with $50B revenue, 63,000 employees). Lenovo focused on delivering smarter technology for all, developing world-changing technologies for inclusive, sustainable digital society.
• lululemoncoreGTM or Marketing PartnerOfficial Apparel and Footwear Outfitter for 2026 BNP Paribas Open. Debuted ShowZero sweat-concealing technology at the tournament, developed with Frances Tiafoe. Offers feel-good fabric innovations and distraction-free performance with athlete ambassadors including Leylah Fernandez and Frances Tiafoe. Debuting exclusive co-branded product line.
• BMWcoreGTM or Marketing PartnerOfficial Luxury Vehicle of 2026 BNP Paribas Open. Interactive space between Stadiums 1 and 2 showcasing X3, X7, iX, X5, 3 Series, and i4 vehicles. BMW matches power on court with control on the road.
• Spotlight 29 CasinosupportingGTM or Marketing PartnerCoachella's premier casino with 450+ slot machines, classic table games including Blackjack, Texas Hold'em Poker, and exclusive 5 Treasures Baccarat. New 29 Rewards loyalty program. Breaking ground on luxury hotel in 2026.
• SilverseasupportingGTM or Marketing PartnerOfficial Cruise Line, part of Royal Caribbean Group. Explores over 900 destinations across all seven continents on small ships defining elite ocean travel. All-inclusive indulgences, incomparable culinary experiences, and intimate ships yielding grand discoveries.
• VeronisupportingGTM or Marketing PartnerOfficial Italian Charcuterie. Century-old family-run company founded in Italy in 1925. Leading brand of Italian charcuterie in US market since 2016. Products manufactured in Emilia-Romagna region, sliced and packaged in New Jersey facility.
• AXScoreTechnology or IntegrationOfficial ticketing partner managing all digital tickets with unique barcodes. Verified resale tickets available through AXS.com and AXS app, guaranteed 100% authentic.
• ID.mesupportingTechnology or IntegrationIdentity verification service used for military, student, and senior discounts on tickets. Required authentication for discount eligibility.

Scale indicators15 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Wimbledon: Grand Slam tennis tournament operated by the All England Lawn Tennis Club. Comparable as a flagship annual tennis event with strong brand equity, premium hospitality, and global broadcast reach.
• Australian Open: Grand Slam tennis tournament with similar scale, combined ATP/WTA top-tier player field, luxury hospitality packages, and major sponsor portfolio including title partner Kia. Comparable in event operations and affluent audience monetization.
• US Open (USTA): Grand Slam tennis tournament operated by the USTA. Compares as the largest annual tennis event globally, with comparable revenue model, broadcast scale, and sponsor economics, though operated by a governing body rather than a private entity.
• Roland Garros (French Open): One of the four Grand Slam tennis tournaments operated by the FFT. Compares as a premier combined men's/women's professional tennis event with similar broadcast reach, sponsor dynamics, and luxury hospitality economics, though at a higher tier.

Direct peers

• Mutua Madrid Open: Combined ATP Masters 1000 and WTA 1000 mandatory tournament held annually in Madrid. Directly comparable in tournament category, mandatory attendance, and combined men/women format.
• Italian Open (Internazionali d'Italia): ATP Masters 1000 and WTA 1000 combined tournament held in Rome, sponsored by BNP Paribas. Direct comparable as another Masters 1000 mandatory event with similar operational structure and audience profile.
• Cincinnati Open (Western & Southern Open): Combined ATP Masters 1000 and WTA 1000 tournament held annually in Mason, Ohio. Directly comparable in tournament category, mandatory player attendance, and combined men's/women's format.
• Monte Carlo Masters (Rolex Monte-Carlo Masters): ATP Masters 1000 tournament held annually in Monte Carlo, also sponsored by BNP Paribas. Comparable as a Masters-level event with a luxury, affluent European audience and high-end hospitality focus.
• Miami Open: Another combined ATP Masters 1000 and WTA 1000 mandatory tennis event with similar scale, prize money structure, and luxury hospitality offerings. Operates at Hard Rock Stadium, targeting a similar affluent, international tennis audience.

Others

• On Location (Premium Experiences): Official travel package partner for the BNP Paribas Open. Comparable as a provider of premium sports hospitality packages; relevant for understanding the broader premium experience ecosystem in which the tournament operates.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/BNPPARIBASOPEN
• YouTubeyoutube.com/user/bnpparibasopen
• Facebookfacebook.com/BNPPARIBASOPEN
• Instagraminstagram.com/bnpparibasopen
• LinkedInlinkedin.com/company/bnp-paribas-open-volunteer-committees

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BNP Paribas Open