Rogers and Tennis Canada yesterday announced a five-year renewal of their sponsorship agreement for the Rogers Cup in Toronto and Montreal. The deal keeps Rogers as title sponsor of the U.S. Open Series tournament through '20 and sees Sportsnet renew its broadcast rights, with expanded coverage for all rounds in English and French starting in '16. Rogers also announced a sublicensing deal with TVA Sports for French-language rights. Rogers and Tennis Canada will collaborate on grassroots efforts to grow the game (Rogers). YAHOO SPORTS CANADA's Stephanie Myles wrote, "The synergy is obvious, with Rogers the title sponsor of the Rogers Cup, broadcast on Rogers Sportsnet." So it is "not much of a surprise that the association will continue." But what "will change in a major way is where fans get to see" the Rogers Cup. On the English-language side, Sportsnet "currently broadcasts during the week, juggling the simultaneous men's event and the women's tournament." On the weekend, for the semi-finals and finals, "a whole new crew comes in to broadcast the final rounds on CBC." As of '16, "CBC is out; the entire tournament will be on the various Sportsnet channels" (CA.SPORTS.YAHOO.com, 5/12).
