Braunschweig: The birthplace of "Tennistainment" on the Challenger Tour

The BRAWO Open in Braunschweig, Germany, is more than just an ATP Challenger tournament, it’s a celebration of sport and entertainment. Since 1994, the event has taken place at the venue of the Braunschweiger Tennis- und Hockey-Club (BTHC), nestled in the idyllic Bürgerpark. And since the turn of the millennium, the tournament has become a beacon in the international Challenger landscape – both athletically and culturally.

With five “Challenger of the Year” awards voted by ATP players (2014–2017, 2019) and a winners’ list featuring names like Tomas Berdych, Gastón Gaudio, and Alexander Zverev, the tournament has serious sporting pedigree. Yet, it’s the unique fusion of top-level tennis and high-quality live music, the famous “Tennistainment”, that makes the BRAWO Open one of the region’s most beloved summer events.

When Center Court becomes a concert stage

By day, spectators enjoy world-class clay-court action in the Bürgerpark – this year featuring Top 100 players like Botic van de Zandschulp and Roberto Carballés Baena. By night, the venue transforms into a show arena, with up to 4,500 fans dancing to live music under the open sky. This year’s highlight? None other than Alphaville.

The synth-pop legends led by Marian Gold delivered an electrifying performance on Friday night to a sold-out crowd. Hits like “Big in Japan”, “Sounds Like a Melody”, and the timeless “Forever Young” had the audience in full celebration mode. Speaking backstage, frontman Gold was thrilled:

“I think we won tonight,” he joked, borrowing from tennis lingo. Initially unaware the event combined music and tennis, he added: “It doesn’t matter. We love being on stage and giving everything to our audience.”

A casual tennis fan himself, Gold recalled watching Wimbledon and Boris Becker in the '80s and shared his love for life on the road: “It’s a neverending story. I just love being on tour with the band. We’re like a family.”

A tournament with depth and tradition

Tournament director Volker Jäcke and Markus Beese, CEO of Brunswiek Marketing GmbH,which has organized the event since 2007, also expressed their satisfaction with this year’s edition.

“We’re very pleased. With five Top 100 players, we had a very strong field,” said Jäcke. He was particularly happy to see several young German talents compete, including Justin Engel and Diego Dedura. Although only Christoph Negritu reached the final in doubles, Jäcke sees a promising future for the home favourites.

The tournament is intentionally scheduled during the second week of Wimbledon:

“We’re the highest-paying Challenger that week. Many players who exit early at Wimbledon come here to gain points, sometimes to still make the US Open cut,” explained Jäcke.

Beese added: “We’ve been sold out every day. That’s a great sign. The entertainment factor also attracts people who might never otherwise visit a tennis venue.”

There has been some criticism that tennis is taking a back seat to the entertainment.

“We’ve heard that,” Jäcke admitted, “but the attendance numbers speak for themselves.

The stands are full even during the tennis, and we’ve seen growth in recent years. It’s rare at Challenger level to have qualifying matches played in front of packed crowds.

The concept of “Tennistainment” was born in Braunschweig. What started with bratwurst stands and beer tents has evolved into one of the most respected formats on the ATP Challenger Tour. A dedicated concert stage was introduced in 2000, and Jäcke has held a leading role since 2010.

“I started here as a line judge,” he recalled. “Today, we offer an amazing venue. This is the event of the region – the place to be.”

The show program has become a social highlight. German music acts like Revolverheld, Culcha Candela, and No Angels have graced the lineup, many with unexpected tennis connections.

“One member of Revolverheld was even a German youth champion and hit with former tournament director Michael Stich here on site,” Jäcke said with a grin. Culcha Candela once sat courtside to watch the final live.

And what’s next?

Organizers are already dreaming big. Markus Beese has bold ambitions: “Scooter (successful German techno band) and the Pet Shop Boys as headliners would be fantastic. Let’s see if we can make it happen.”

What’s clear is that the mix of top-tier tennis and premium musical performances works. The BRAWO Open is no longer just a sporting event – it is a cultural fixture, a stage for emotions, memories, and unforgettable stories. Whether on court or under the stage lights.