The Indian Wells Masters, also known as the BNP Paribas Open, has achieved an astounding milestone this year, reporting record retail sales for the third consecutive year. The tournament, which took place from March 2 to 16, 2025, at the Indian Wells Tennis Garden in California, saw merchandise sales spike by 18% compared to the previous year, a testament to the event's growing popularity and the effective partnership with premium experiences company Legends.
This surge in sales was bolstered by enhanced checkout processes, allowing for improved customer experience that translated into record hourly and daily sales at the venue. Legends, which became the official merchandise provider in December 2022, has played an instrumental role in this growth, having more than doubled merchandise revenue in just over two years, showcasing a remarkable 140% increase since taking over. A spokesperson for Legends noted, "This year’s event has been monumental, with sales up 18% from the previous year."
The BNP Paribas Open hosted an impressive total of 504,268 fans this year, breaking the previous attendance record of 493,440 set in 2024. The excitement reached its peak during the finals where UK player Jack Draper triumphed over Denmark's Holger Rune in the men's championship match. Meanwhile, Russia's Mirra Andreeva clinched victory from Belarusian Aryna Sabalenka in the women's final, further igniting the crowd's enthusiasm.
In terms of merchandise offerings, the tournament featured an expansive retail space known as the Tennis Paradise Shop, a staggering 25,000-square-foot venue that housed over 1,000 items supplied by more than 40 brands and vendors. This variety ensured that both casual fans and die-hard tennis enthusiasts had ample options to explore and purchase during the event. The merchandise range included everything from apparel to equipment, catering to the diverse tastes of attendees.
Part of the tournament's resurgence can be attributed to the investments made by American billionaire Larry Ellison, who purchased the event and venue in 2009. Ellison's commitment has resulted in tens of millions of dollars being funneled into improvements and expansions at the Indian Wells Tennis Garden, creating a premier event that draws in celebrities and tennis aficionados alike from the nearby Los Angeles area.
This year, BNP Paribas also made headlines by extending its title sponsorship for an additional five years, making it the longest-running title sponsor in the event’s rich history. This partnership has been beneficial for both parties as the tournament has consistently drawn substantial crowds since BNP Paribas joined forces with the event 17 years ago. A representative from BNP Paribas expressed excitement over this extension, stating, "We are thrilled with the overwhelming response from fans at this year's tournament."
The Indian Wells Masters has successfully created a robust brand identity, caught the attention of major brands, and secured increasing sponsorship backing. For instance, in the lead-up to this year’s edition, the tournament welcomed new sponsors such as La Roche-Posay, Kim Crawford, and Laykold, while also extending existing partnerships with familiar brands including BMW, Motorola, and Veroni. These strategic moves indicate not only the event's financial viability but also its potential for continued growth.
With the records set this year, both in sales and attendance, it is clear that the BNP Paribas Open stands as one of the foremost tennis tournaments globally, positioned firmly within the ATP Masters 1000 and WTA 1000 series. As fans and players alike anticipate the years to come, it seems that the Indian Wells Masters will only grow in stature and influence within the tennis world.
In summary, the well-deserved accolades this tournament has gathered over the years reflect not just the sporting achievements on the court but also the environment cultivated by Legends and its partners to create a memorable experience for attendees. With its dedicated approach to service and quality, the future looks bright for the Indian Wells Masters and those who revel in the excitement it generates.
