After an Atypical Winter Season, the ATP 250 Tournament Returns to Summer and Anticipates a 15% Increase in Revenue
Sun, beach, and economic growth are on the horizon for the Los Cabos Tennis Open (ATC). The 2025 edition of this tournament projects an increase of up to 15% in its revenue compared to the previous year, largely due to a favorable climate change.
From Winter to Summer: A Strategic Shift
In 2024, the ATC was held in winter (February), an unusual scheduling that posed a double challenge for its organizing company, Mextenis. Immediately following the conclusion in Los Cabos, they hosted the Abierto de Acapulco (AMT).
For 2025, the ATC returns to summer, as it had in seven of its eight previous editions. The tournament will be played from July 14 to 19, right after the Wimbledon final.
Organizers view the return to summer favorably, as it provides greater comfort for spectators. In winter, temperatures can drop below 15 degrees, discouraging food and beverage consumption and reducing the time spent at the complex.
“Last year, people, after the matches ended, would rush out due to the cold. We missed having them stay for the atmosphere, food, drinks, and music,” José Antonio Fernández, director of the ATC and operations director at Mextenis, explained to El Economista.
“Everything that happened after the matches was very important, and we lost that in February. Now, we return with matches starting at 6:00 PM when there isn’t scorching heat for playing tennis or for those who want to be there. Returning to that tropical atmosphere is important.”
The average summer temperature in Los Cabos is 32 degrees. The executives anticipate that this will encourage fans to stay longer, in addition to the matches. The projected attendance for this edition aims to surpass 35,000.
Revenue Projections: A Closer Look
“If we break it down into food and beverages, the increase will be considerable. I expect at least a 10-15% increase for a simple reason: people’s consumption in February was lower due to the weather. People would arrive, but they wouldn’t drink as much as in summer. We had to install 70 heaters in the commercial area, which negatively affected our food and beverage income,” Fernández detailed.
Despite the shift from summer to winter, attendance at the Cabo Sports Complex increased from 33,254 in 2023 to 34,746 in 2024. However, they hope ticket sales will also rise.
“In ticket sales, we expect a maximum increase of 10%, which has been the trend in recent years,” Fernández added.
Consequently, Mextenis aims to boost the economic impact of the Los Cabos Tennis Open to “over 150 million pesos.” In 2024, they reached 129.7 million pesos after being at 117.9 million pesos in 2023, and they anticipate further growth.
“One source of income that has already seen an increase is sponsorships. During the player presentation conference for the 2025 edition, ATC directors also confirmed Nexo, Rado, Lonol, and Hospital H+ as new sponsors, bringing the total number of brands to over 30.
“Obviously, our projection for this year is above last year’s income. In sponsorships, we are already above; we announced four and our sponsorship income percentage derived from sponsors increased by around 12%. All these data points are positive, but the only confirmed one so far is sponsorships.”
Progressing Reputation
Unlike the Abierto de Acapulco, officially known as the Abierto Mexicano de Tenis and celebrating 32 years of existence, the Los Cabos Tennis Open is approaching its first decade; its inaugural edition was in 2016.
Throughout this journey, Mextenis has been striving to maintain a high-caliber lineup when it comes to player contracts. In 2025, they will have completed four consecutive editions with at least one top-10 ATP player.
The Italian Lorenzo Musetti, who recently reached the Roland Garros semifinals, carries that label in 2025, ranking seventh in the world at the official player list presentation for the ATC.
“Our commitment is to deliver players who are experiencing their best moments, who are in the top 10 or consistently engaging with fans. These players fit that description. Musetti is slightly below Carlos Alcaraz and Jannik Sinner, a duo few players can claim to be below,” Fernández, the tournament director, assessed.
Lorenzo Musetti will make his Los Cabos debut this summer, alongside Russia’s Andrey Rublev, Spain’s Alejandro Davidovich Fokina, and Canada’s Denis Shapovalov, who will be among the top four seeds, all ranking within the world’s top 31.
“As for convincing them, we are fortunate that today players view us as a viable option. The fact that Musetti, Shapovalov, and Rublev, players who had never visited before, are coming speaks to the positioning this place and tournament have achieved, regardless of the date.”
Among the players listed is last year’s defending champion, Australia’s Jordan Thompson, who won both singles and doubles in Los Cabos in 2024.
According to the ATP website, the total prize pool for 2025 will be $889,890, with the champion receiving $131,430 and the runner-up $71,065.
