Miami Open 2026: Fan Zone

Client: Baptist Health

Event: Miami Open 2026

Activation: Fan Zone

Location: Hard Rock Stadium, Miami, Florida

The Brief

For the second year running, we delivered the Miami Open Fan Zone after the success of last year's project, as seen in our first case study. With the same core focus in place, Baptist Health asked us to enhance the overall fan experience once again by creating an accessible, high-energy activation space designed for fans of all ages and abilities.

The brief remained centred on bringing the tournament atmosphere to life, encouraging participation and ensuring that every visitor could enjoy an inclusive and engaging experience.

The Process

Just like last year, our team set out to create a welcoming and seamless journey through the Miami Open Fan Zone. We replicated the core structure of the original activation, focusing on key tennis skills and ensuring that fans had something new to discover at every touchpoint.

Our production approach prioritised flow, accessibility and clarity, helping every visitor feel confident moving between activities. By maintaining the same strengths as last year and refining layout and signage, we delivered a familiar yet improved experience that encouraged high engagement throughout the tournament.

The Results

The second year continued to deliver exceptional engagement results.

• Nearly 4000 fans took part in the Skills Zone photo experience

• Over 1,650 branded photos were captured

• A total of 1,432 social shares

• The Reaction Wall recorded 3,556 total games, representing a 41% increase year on year

These metrics highlight strong audience participation and demonstrate that the Fan Zone continues to be a key attraction within the wider tournament experience.