We understand the communication of relevant events, in addition to their main function of attracting an audience and creating value in the long term of the event itself, as part of the formation of a city’s brand. Through a strong message based on a joint and inseparable definition of Mutua Madrid Open and the city of Madrid, we forced the close link between the two institutions vis-à-vis the consumer. ‘Madrid Capital del Tenis’ reinforces yet another year, the brand image of a championship increasingly more relevant to its public.​​​​​​​