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Rogers Communications is the new title sponsor of the Tennis Masters Canada men's tournament, Tennis Canada will announce today at news conferences in Toronto and Montreal.

The firm already sponsors the women's Rogers Cup. Rogers will likely extend its sponsorship contract for the event beyond 2006 and/or increase its financial commitment to the event.

Rogers is making a multimillion-dollar commitment to the Tennis Masters Canada, which has been without a sponsor since 2001, when the Swiss marketing firm ISL went bankrupt. Starting in 2000, ISL had a $1.2-billion (U.S.), 10-year agreement with the ATP for all sponsorship and marketing rights to its nine-event Masters Series and its season-ending Masters Cup.

For Tennis Canada, that meant guaranteed sponsorship money from ISL and it meshed perfectly with the end of Imperial Tobacco's 21-year sponsorship in 1999 of the men's and women's tournaments. Federal anti-tobacco legislation had forced the Montreal-based company out of sponsoring sporting and cultural events.

Rogers and AT&T Canada became the title sponsors for the women's event in 2001, but the failure of ISL meant Tennis Canada received no money for title or presenting sponsorship rights for the Tennis Masters Canada in 2003 and 2004.

Tennis Canada also lost half of the women's sponsorship after the 2002 event when AT&T Canada had to drop its support because of a major financial restructuring.

Rogers's commitment to Canada's premier tennis events comes on the heels of other major moves with its sports properties. Earlier this month, Rogers completed a $25-million deal to buy Toronto's SkyDome and renamed it Rogers Centre. The company also announced plans to boost the payroll of the Toronto Blue Jays. This week, Rogers acquired, in partnership with Bell Globemedia, the television rights to the Vancouver Winter Olympics in 2010 and the Summer Games of 2012 for $153-million (U.S.).

The 2005 Tennis Masters Canada will be played at the Stade Uniprix in Montreal from Aug. 8 to 14. The Rogers Cup will be the following week at the Rexall Centre in Toronto.