The merger of the two sites was achieved to catalyze online traffic and clarify the annual alternation of the men's and women's tournaments between Montreal and Toronto. This gives fans easy access to centralized information on the tournament and Canadian athletes. This unification promises increased traffic, offering a significant advantage to sponsors. By increasing visibility and engagement, sponsors benefit from a consolidated platform to promote their brands.

Creating separate buying journeys for Toronto and Montreal fans preserves local flavor while simplifying the user experience. A common core of information also facilitates access to important details without complicating navigation.

The digital strategy is based on a detailed study of tennis fans' behaviour, revealing that they mainly follow the performance of a limited number of players. Fans' attachment to a specific player serves as a lever to encourage them to become more involved in the tennis ecosystem. The platform fosters increased immersion and an enriched user experience by capitalizing on this affection. The platform allows users to follow their favourite players and customize the information displayed according to their interests. This creates a more rewarding experience, connecting fans directly to their favourite athletes. The user journey also encourages the discovery of other aspects of tennis by integrating elements such as the Canadian team and rising stars, reinforcing interest in the sport as a whole.

A strategy to strengthen event support, including tools such as a dynamic map and optimized FAQs. This approach enriches the fan experience by providing detailed information on players, results, and event programming.