Wednesday, February 8, 2023

BNP Paribas Open Announces ‘New Era’ Ahead of 2023 Event; Adam Barrett Named Chief Financial Officer of Desert Champions

New restaurants, sponsors and events to greet fans in March 2023

The BNP Paribas Open has announced a number of upgraded amenities, partners and new events ahead of the 2023 tournament, which will be held at the Indian Wells Tennis Garden on March 6-19. The ‘new era’ of Tennis Paradise will feature an enhanced on-site retail experience; a trio of prestigious brand partners; a number of new food and beverage offerings; and the first-ever BNP Paribas Open Junior Championships for fans to enjoy free of charge.

“The 2023 edition of Tennis Paradise is shaping up to be the best one yet,” said Tournament Director Tommy Haas. “With a completely revamped retail experience, a host of new fan activations and events, and of course – the best tennis players in the world competing for the title, we couldn’t be more excited to welcome fans to the Indian Wells Tennis Garden this March.”

New, Enhanced On-Site Retail Experience in Partnership with Legends

The BNP Paribas Open has partnered with global premium experiences company Legends to operate an enhanced on-site retail experience at the two-week tournament. Legends’ Global Merchandise division will provide an unparalleled retail experience with expanded merchandise offerings to all fans visiting the Indian Wells Tennis Garden.

Legends’ fully integrated retail and merchandising vertical solution works with world-class clients around the globe across e-commerce, in-venue retail, large scale live event, brick and mortar store operations, licensing, and customer merchandise. This includes vast experience developing and operating on-site retail at some of the world’s largest sporting events and premier venues including the Super Bowl, PGA Championship, SoFi Stadium and more.

2023 Sponsor Portfolio and Activations Set to Enhance Fan Experience

A number of high-profile brands have joined the BNP Paribas Open’s growing sponsorship portfolio this year, helping to bring the fan experience to life in Tennis Paradise through special on-site activations over the course of two weeks.

German premium automaker BMW returns as the Official Car of the BNP Paribas Open, with numerous vehicles on display throughout the Indian Wells Tennis Garden for the duration of the tournament, highlighted by a three-car display outside of Stadium 2. Fans will be able to experience several new BMW models, including two all-new fully-electric vehicles, the BMW i4 sedan and BMW iX Sports Activity Vehicle, and interact with company representatives to learn about the unique features of each model, set up test drives, and more.

Seabourn – the leader in ultra-luxury ocean and expedition travel – will become the Official Cruise Line of the tournament. Seabourn will debut a hospitality lounge on site, providing fans with a stunning oasis showcasing the cruise line’s most coveted destinations and elevated luxury aesthetic. Seabourn’s premium travel offerings include smaller, more intimate ships with only 250-600 guests, personalized one-to-one service, and up-close expedition experiences.

Maestro Dobel® rounds out the new additions to the tournament’s roster of partners. As the Official Tequila of the BNP Paribas Open, Maestro Dobel will keep fans in Tennis Paradise refreshed, relaxed and hydrated.

The tequila brand will also offer up its signature Ace Paloma as the “Official Cocktail of the BNP Paribas Open” for patrons on-site at the Indian Wells Tennis Garden, available at their centrally located branded and shaded bar.

Hollywood Icon Pink’s Hot Dogs Highlights Elevated Food & Beverage Offerings

A new era of food and dining options will also greet fans in Tennis Paradise in 2023.

Legendary Hollywood joint Pink’s Hot Dogs will be serving up their famous franks to patrons at the Indian Wells Tennis Garden. Pink’s has been a Southern California staple since 1939 and will be feeding fans in Tennis Paradise through the tournament with a concession option at Stadium 2.

Additionally, the tournament will welcome in new concession concept Lionel’s Fountain from renowned chef and restauranteur Christian Page, with a permanent location in Stadium 1 near Stadium Plaza. Also new to Stadium 1 is Handel’s Homemade Ice Cream, which will help fans in Tennis Paradise cool off with their delicious frozen treats. Chef Tanya’s Kitchen, a vegan specialty restaurant based out of Palm Springs, will also join the Food Village lineup in 2023.

Local Palm Desert favorite Ristorante Mamma Gina will return in 2023, with its location on-site moving to Stadium 2.

Tournament to Debut First-Ever Junior Championships

While the ATP and WTA stars will continue to take center stage in Tennis Paradise, the 2023 BNP Paribas Open will offer more tennis than ever before for fans to enjoy. The first-ever BNP Paribas Open Junior Championships will be held during the second week of the tournament, offering promising junior tennis players the opportunity to play alongside the professionals. This combined boys’ and girls’ event will be an ITF Level 1 tournament and feature junior players from the United States and Canada, with plans to expand to a full international player field in 2024.

In addition, a new, free Family Day event will be held on Saturday, March 4, and welcome families with children of all ages for a host of fun activities including tennis, live entertainment, arts and crafts, games and more.

Tickets and packages for the 2023 BNP Paribas Open are now on-sale online at, via phone at 800.999.1585 (Option 2), or in-person at the Indian Wells Tennis Garden Box Office.

In other news, Adam Barrett named Chief Financial Officer of Desert Champions; Steve Christian elevated to Chief Operating Officer; Philippe Dore to serve as Chief Marketing Officer.

Desert Champions announced the hiring of longtime tennis industry veteran Adam Barrett as the organization’s Chief Financial Officer. Barrett joins Desert Champions with a highly accomplished background that includes a multi-decade career in the tennis industry working at global sports, event and talent management company IMG. Barrett will take over as CFO effective immediately following the recent departure of Steve Birdwell.

Barrett’s established career in the tennis industry includes a 29-year stint at IMG where he worked with the Miami Open, serving as Tournament Director from 2006-2019. Barrett’s tenure at IMG included the coordination of the Miami Open’s venue change from Key Biscayne to the Miami Dolphins’ Hard Rock Stadium, as well as time spent working on the annual WTA Tournament in San Jose. He currently serves as the Council Chair and Americas Representative for the WTA Board of Directors.

“I am incredibly excited to join the award-winning team at Desert Champions and one of the finest sporting events in the world in the BNP Paribas Open,” Barrett said. “Tennis Paradise continues to serve as a gold standard not only in the tennis industry, but across all of sports and entertainment, and I look forward to working alongside the incredible team at the Indian Wells Tennis Garden as we strive to make the 2023 event the best yet for players, fans and partners. I can’t wait to get started.”

In other moves across the organization, Steve Christian has been elevated to Chief Operating Officer, having worked as a strategic advisor to the Desert Champions’ executive team since December 2018. Christian carries with him more than 30 years of experience in the banking industry and expert knowledge of the Coachella Valley Region.

Philippe Dore has been elevated to Chief Marketing Officer having overseen the organization’s marketing and media department since 2016. Dore’s tenure at Desert Champions has included the creation of the award-winning ‘Tennis Paradise’ campaign and moniker. In the new role, he will continue to lead all brand, consumer and partnership marketing efforts, as well as oversee the tournament digital platforms, media and public relations, and serve as the Executive Producer of the BNP Paribas Open in-stadium experience. Brittany Trabert was also promoted to Marketing Director, having been a key contributor to the Desert Champions marketing and media team since 2008.

Desert Champions manages and operates a curated selection of sports and entertainment events and properties, the largest of which is the BNP Paribas Open, the largest ATP Tour and WTA combined event in the world. In addition to hosting this prestigious sporting event, Desert Champions manages the Margaritaville USA Pickleball National Championships – all held annually at the Indian Wells Tennis Garden.

Managing Editor
Managing Editor
Originally from upstate New York, Dani Schwartz has lived in Coronado since 1996. She is happy to call Coronado home and to have raised her children here. In her free time she enjoys reading, exercising, trying new restaurants, and just walking her dog around the "island." Have news to share? Send tips or story ideas to: [email protected]