Nexo becomes inaugural title partner of Dallas Open in Frisco

A Jan. 13 announcement confirmed that Nexo, a digital-assets wealth platform, will be the inaugural title partner of the Dallas Open as the tournament moves to Frisco’s Ford Center at The Star for Feb. 7–15, 2026. The deal frames the event as an elevated ATP 500 tournament and ties commercial sponsorship to community tennis-court refurbishments intended to expand local access.

The multi-year partnership signals an upgrade in the tournament’s profile. As an ATP 500 event, the Dallas Open sits among higher-tier professional tournaments and is one of the few ATP 500 indoor events scheduled in the United States. For Collin County, that means an increase in international attention and commercial investment around downtown Frisco and the sports campus at The Star during the weeklong competition.

Tournament organizers are coupling the sponsorship with community-focused upgrades: resurfaced tennis courts in the area will be available to local players, a move positioned to broaden public access to court time and programming. Those refurbishments are part of the sponsorship package and are explicitly tied to the tournament’s footprint in Frisco, where the Ford Center’s indoor facilities will host the event.

For residents, the immediate impacts will be visible. Expect heightened traffic and hotel demand in early February, more restaurant and retail activity near the Ford Center, and a larger contingent of international players, officials, and broadcasters in town. Local youth and adult recreational leagues stand to benefit from improved courts and potential outreach tied to the competition, while area businesses may see a revenue boost from increased foot traffic and event hospitality.

The partnership also represents a broader trend of sports sponsorships and private capital shaping local amenity investments. Municipalities and developers that host marquee events often weigh the tradeoffs between short-term disruptions and longer-term gains in visibility and infrastructure. In Frisco’s case, the combination of an ATP 500 indoor event and community court upgrades suggests organizers aim to lock in recurring economic and recreational benefits through a multi-year arrangement.

Looking ahead, Collin County officials, local businesses, and residents should prepare for elevated activity Feb. 7–15 and for follow-on years if the partnership holds. The tournament’s move to Frisco and the tie between commercial sponsorship and court resurfacing could translate into sustained attention for tennis in the region, new opportunities for local players, and a measurable uptick in visitors during the event week.