As the 2026 edition of Roland-Garros approaches, the tournament is launching innovative strategies to enhance revenue generation. This year, organizers are focusing on the Serres Garden in Auteuil, Paris, to create additional business opportunities.
Transforming the Serres Garden
During an event hosted by Sporsora on March 17, 2026, Arnaud Delaplace, the commercial director of the French Tennis Federation (FFT), revealed exciting plans. The FFT intends to transform the Serres Garden into a culinary haven known as the “Jardin des Chefs.” This initiative aims to promote gastronomy to the public and potentially introduce a dedicated ticketing system.
- New concept: Jardin des Chefs.
- Focus on food and beverage partnerships.
- Optimization of underutilized space.
Expanding Beyond Paris
In addition to the Serres Garden project, Roland-Garros will establish a Fan Zone at Place de la Concorde in Paris. This initiative will help extend the tournament’s reach beyond the main stadium located at Porte d’Auteuil.
For the first time, New York will also host a Fan Zone. Delaplace noted that this initiative is part of their partnership with Warner Bros, creating a vibrant atmosphere in Manhattan filled with hospitality areas, entertainment, and partner stalls.
International Growth Objectives
These projects highlight FFT’s commitment to expanding its international presence and enhancing revenue streams. In 2025, Roland-Garros was the most-watched tennis tournament globally, attracting 325 million viewers and accumulating 900 million hours of television viewing and over two billion views on social media.
Delaplace emphasized the significance of broadcasting agreements for the tournament’s international growth and the role of global sponsors like Accor and Rolex in maximizing exposure.
Role of Sponsorship
While sponsorship remains essential, the FFT has no intention of overwhelming the event with advertisements. Delaplace stated, “There will be no advertising clutter,” aiming to maintain exclusivity for brands showcased on the Philippe-Chatrier court.
- Twenty sponsors currently support Roland-Garros.
- The tournament is vital, accounting for nearly 80% of FFT’s revenue.
- Estimated revenue for 2025 was between €350 million and €360 million, up from €338 million in 2024.
The 2026 edition of Roland-Garros is scheduled to take place from May 18 to June 7, further solidifying its reputation as a premier tennis event.
