Sports

MASON — The Western & Southern Financial Group Masters men's tennis tournament needed to raise its game.

Enter the United States Tennis Association.

After discussions over the past year, it was agreed in principle that the USTA will take over majority ownership of the Mason event from Tennis Cincinnati, which currently runs the tournament.

The move signals a stronger push to combine the men's and women's tournaments in 2011.

"The status quo wasn't an option," W&S tournament director Bruce Flory said. "We had to do something. We think the USTA and what they have to bring on so many levels is the best partner.

"It's more of a financial thing than anything else," he added. "They can invest money in the event; the money will come back to them."

Flory indicated the Lindner Family Tennis Center needs significant improvements, such as new locker rooms, player lounge, six luxury suites, media area and additional practice courts.

Temporary improvements will be made for the '09 events following the conclusion of the women's tournament next weekend. The $7 million permanent improvement project will begin after the '09 men's tournament.

"The game — like a lot of businesses — is you get bigger or you get smaller," Flory said. "It's hard to be in the middle. There needs to be a lot of improvement to move the tournaments forward. To partner with the USTA, there's a lot more resources, clout and influence. It will help us immensely."

Next year's women's tournament is scheduled move up from a Tier III to a Tier I. The Tier III event is not on television, but the Tier I tournament will be part of a TV package.

Flory said the USTA owns the U.S. Open, and smaller events such as Pilot Pen and Houston.

"They wouldn't be doing it if they didn't think it could grow," Flory said.

"I'm excited for the area. Everyone wants to be part of something growing, and we're headed in the right direction."

Contact this reporter at (513) 755-5113 or smatthews@coxohio.com.