Palermo Ladies Open 2026: TALIA and FLOW for the new WTA 125 communication

A history almost forty years long, a new direction to tell it.

For the 2026 edition of the Palermo Ladies Open, TALIA will work with FLOW on the communication direction of the WTA 125 tournament which, from 18 to 26 July, will bring top international women’s tennis back to the clay courts of the Country Time Club in Palermo.

A landmark event for the city, now in its 37th edition, which this year aims to evolve its identity further: an international sports competition and also a full week of events able to bring together tennis, culture, entertainment, the local area and relationships.

A new communication direction

The new direction was also presented by Andrea Ganci, founder of TALIA, who spoke to announce the work that will accompany the communication of the 2026 edition.

TALIA will work with FLOW to build a new narrative for the tournament, aiming to honour its history while making its language even more contemporary, recognisable and able to engage different audiences.

The starting point remains tennis.

But the story aims to go beyond what happens on court, showing everything that lives around the tournament: athletes, spectators, the city, partners, hospitality, backstage and experiences.

A week that changes the face of the tournament

2026 marks a new step in the evolution of the Palermo Ladies Open.

For nine days the Country Time Club will be more than a venue for matches: it will become a meeting space where the sports programme is accompanied by cultural and social events, entertainment and experiences dedicated to the public and guests.

A programme designed to give a new face to one of the city’s longest-running sports events without losing its identity.

The aim is to turn the tournament into a real experience: to come to the Country for more than a match, for a week that brings together sport and lifestyle.

Palermo at the centre of international tennis

For decades the Palermo Ladies Open has been one of the reference points of women’s tennis in Sicily.

The 2026 edition will also take on an even more important international dimension: Palermo will host for the first time the world meeting of WTA 125 tournament directors, with about 50 delegates from different countries gathered at the Country Time Club to discuss the future and development of the circuit.

A recognition that confirms the role the tournament has earned on the international scene and makes the challenge of telling its story in a new language even more significant.

Sport, communication and experience

The collaboration between TALIA and FLOW was born precisely from this vision.

Building around the WTA 125 a communication able to respect the prestige and history of the tournament, while opening it up to new languages, new content and new experiences.

From strategy to content production, from live communication to coverage of the side events, the project will accompany every phase of the event with a single direction.

Because after 37 editions, the value of the Palermo Ladies Open also lies in its ability to keep changing.

The history stays. The way of living and telling it evolves.

In collaboration with Again Srls