We’re officially 100 days away from welcoming the best players in the world and the most passionate fanbase in tennis to our Tennis Playground for the 2026 edition of the National Bank Open presented by Rogers.
To celebrate the milestone, we’ve unveiled this year’s theme days that will enhance the tournament experience beyond the matches.
NBO Marketing Director Julie Gravel took some time to share how they came together and what fans can expect when they come on-site in both Montreal and Toronto.
*The following interview has been edited purely for clarity and flow purposes.
Tennis Canada: What was the inspiration behind the creation of this year’s NBO theme days, what sparked the different themes that will be highlighted in both cities?
Honestly, it really started with a simple question: how can we make the National Bank Open feel more engaging, going into a 12-day model under our marketing positioning Tennis Playground? We know tennis fans come more than once to our tournament and that the audience diversifies as the tournament progresses so how can we stay relevant to our changing audience? So, we looked at the intersection of sport, culture, and community—and built theme days that reflect not just tennis, but what tennis means in people’s lives.
Tennis Canada: Can you talk to me specifically about the new theme days for 2026 and what fans can expect from them?
Teen Night (August 2 in Montreal) – This one is exciting to me. We noticed families with older kids staying late in 2025 and we had nothing to offer them. We're going to adapt our programming to meet their needs. We’re going to have a teen DJ on-site and some fun prizing at the Fan Zone.
Community Day Presented by Tennis Canada (August 3 in Montreal and Toronto) to have a platform where Tennis Canada messaging is in the spotlight.
Mercedes-Benz Night (August 12 in Montreal and Toronto) – This one highlights our association with our new global partner. We just met with them a couple weeks ago to pitch them an idea that they’re very excited about it. We’re going to have a premium contest on Centre Court. It’s going to show how the partner is really embracing the theme night and doing their part to elevate the experience.
Tennis Canada: Why is it important to expose the fans to Tennis Canada’s different federation programs which are meant to grow the sport and make it more accessible?
This is a big one for us. The tournament is the engine and fuels tennis in Canada, year-round. It’s important to provide a platform for our programs and introduce tennis in all its forms. When fans come on-site, it’s a unique opportunity to connect them with programs or simply introduce them to tennis for the first time —whether that’s introducing kids to the game, supporting girls in sport, or making tennis more accessible in underserved communities.
Tennis Canada: Which theme day are you personally most looking forward to and why?
That’s a tough one—but I’d say I’m especially looking forward two days that are completely polar opposites. The first one is Rogers First Set Day which is so heartwarming. Seeing kids last year get the chance to hit on court with some Rogers athletes totally blew my mind, it was such a feel-good moment. It’s a core memory for them that you can’t minimize. It’s a very positive experience with tennis that is essential to what we’re doing which is inspiring play through the National Bank Open.
READ: What Makes the National Bank Open Unique
The second one – I am very excited about what we’re cooking up with Mercedes-Benz. Stay tuned for more! And I have to mention the coffee party as well. It’s coming back as part of TennisFest Weekend. We’re adding a brunch in Montreal and a slush drink on dry ice in Toronto.
Tennis Canada: With 100 days left to go before the tournament, what else are you and your team working on to enhance this year’s on-site experience in both Montreal and Toronto?
We’re at a really exciting stage right now. The big themes are set, and now it’s about layering in the details that elevate the fan experience. We’re working on a marketing tactic in Toronto for Opening Night on August 2, the details will be revealed shortly, but let’s just say that we’re getting ready to celebrate the exceptional achievement of our defending champion in 2025. In Montreal, we’re working hard to introduce on-court LED surrounds/display screens elevating the entertainment value and bringing the NBO to new heights considering the standards of show that we’re now going to be able to introduce. This year’s Psycho Bunny ball kids’ collection will also be unveiled soon.
Feature photo by: Amélie Caron
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