German tennis venue the Gerry Weber Stadium will be renamed the OWL Arena in a contract involving up to 16 sponsors.
The structure of the naming rights concept has seen the event management company OWL Sport, formerly known as Gerry Weber Management & Event, sign up a host of companies from the Ostwestfalen-Lippe region of Germany, which OWL is an abbreviation for.
The full list of brands included in the agreement is as follows: DSC Arminia Bielefeld, August Storck, Beresa OWL, DMG MORI, Gauselmann, Gehring-Bunte Getränke-Industrie, heristo , Hörmann Verkaufsgesellschaft, Johannes Lübbering GmbH, Porta Holding, Schüco International, Wortmann and the newspaper publisher Neue Westfälische.
A number of these were already sponsors of the grass court tennis tournament, The Halle Open. The ATP 500 tournament is the OWL Arena’s flagship event.
A separation of the naming rights for the arena and the Halle Open is what made the new sponsorship structure possible. Clothing brand Gerry Weber had held the position of title sponsor to both.
This changed when German software company Noventi acquired the naming rights ahead of the 2018 edition of the event, following the bankruptcy of Gerry Weber.
The 2020 Halle open will take place between June 15 to June 21. It is one of eight grass court tournaments on the ATP Tour calendar and represents one of the warm-up events for Wimbledon.