Let’s address the elephant in the luxury suite right away. If you’re rolling up to IGA Stadium this month expecting a three-pointed star on every hoarding, you’re in for a letdown. As of August 2, 2026, Tennis Canada’s official partner page lists Audi as the official automotive partner for the National Bank Open. That’s a seismic shift from last summer, when Mercedes-Benz Canada blanketed the tournament with its "Premium Tournament Experience" campaign. The 2025 activation was enormous - think the sleek Mercedes-Benz Lounge at IGA Stadium and that jaw-dropping Bracket Challenge where one lucky fan drove off in a 2026 GLE 450 4MATIC. But that was then. For 2026, the German luxury auto rivalry has jumped from the autobahn to the hard court, and Audi has swiped the sponsorship crown. Hunting for a Mercedes activation this year? You’re chasing a ghost. The brand has gone quiet for this tournament cycle, with zero press releases or experiential marketing tied to the August 8 - 16 event.
So what happened? Well, the phrase "Mercedes-Benz Serves Up a Premium Tournament Experience at the National Bank Open in Toronto and Montreal" was the headline of a 2025 press release - it’s history now. The 2026 tournament is a completely different beast, and the sponsorship landscape shifted faster than a Sinner backhand.
Why the Switch? The Marketing Math Behind the Change
It’s not just about who pays the most; it’s about who fits the narrative. Mercedes-Benz had a killer run in 2025, but the 2026 tournament is a different beast entirely. This is the first year since 2011 that the men’s and women’s events are combined in Montreal, leaving Toronto’s Sobeys Stadium out of the rotation. With that consolidation, Tennis Canada likely restructured their premium partnership tiers, and Audi’s aggressive push into electric and performance vehicles - plus their deep ties to Montreal’s F1 frenzy - made them the better fit. Plus, with a staggering $9.3 million CAD prize pool on the line and champions taking home $1.2 million each, the event needed a partner that could match the high-octane energy. Mercedes-Benz had their moment, but 2026 belongs to the four rings. For fans, it means the on-site perks will look different - fewer luxury SUVs in the player lot, more high-performance sedans parked courtside.
📊 $9.3 million CAD prize pool - Up 5% from 2025, this is the richest combined purse in National Bank Open history.
The Courtside Experience: What’s Actually Premium This Year
So, if Mercedes isn’t hosting the swanky lounges, where does the luxury lie in 2026? Spoiler: it’s still there - just under different branding. The official "Premium Lounge" and courtside seats are now being sold under the Rolex and Lavazza banners. That’s right, your coffee and your timepiece will be the flex this year. The Rolex Lounge is the new hotspot for the elite, offering champagne service and prime views of the action, while Lavazza has taken over the hospitality terraces with their Italian espresso flair. If you’re looking to drop serious cash, the "Championship Package" for the final weekend starts at $1,850 CAD per person - and that includes gourmet food and open bar, so you’re getting your money’s worth.
| Package | Price (CAD) | What You Get |
|---|---|---|
| Open Court Pass (Daily) | $79 - $250 | General access, all outer courts |
| Championship Package (Final Weekend) | $1,850 | Courtside seats, gourmet food, open bar |
| Rolex Lounge Access | $3,200+ | Champagne service, premium views, concierge |
The New "Motorsport Fan Zone" Steals the Spotlight
But here’s the coolest twist for 2026: Tennis Canada has leaned hard into Montreal’s racing culture with a "Motorsport-themed fan zone" at IGA Stadium. With F1’s popularity skyrocketing in Canada, this is a genius play. The zone features simulators, pit-stop challenges, and plenty of rev-head energy - but it’s sponsored by Honda Canada, not Mercedes. So, if you’re a gearhead, you’ll get your fix, just don’t expect any AMG branding. For the everyday fan, Open Court passes are still accessible at $79 - $250 CAD daily, but the true premium experience is reserved for those willing to splash out on the luxury packages. The vibe is unmistakably upscale, but it’s a different flavor of premium than last year.
