NEW HAVEN -- Taking an idea from the Travelers Championship, the Connecticut Open Tennis Tournament is not only hoping for the same success, but also looking to help generate funds for the state's non-profit organizations.

Starting on June 22, any non-profit organization can register with the CT Open, receive a promo code number and then, give that number out to prospective ticket buyers. When the buyers purchase tickets to the tournament -- set for August 21-29 at the Connecticut Tennis Center -- they can type in the promo code number and that non-profit organization will receive 50 percent of the proceeds from the sale.

It's called the 50/50 Project.

"We're hoping that it really makes an impact and allows our state-wide charities to fundraise," CT Open tournament director Anne Worcester said at a press conference Tuesday to promote the announcement. "All Connecticut non-profits can benefit from this. It's a fantastic initiative."

The Travelers Championship has been working with non-profits for several years, hosting its "Chip in for Charity" where non-profits, groups, sports teams and local businesses can sell tickets to the golf tournament for $20 with 50 percent going to the charity of choice.

"We've learned a lot from golf. I have to say that (Travelers Championship tournament director) Nathan Grube has been a fantastic mentor and an amazing resource."

Flanked by Gov. Dannel P. Malloy, New Haven mayor Toni Harp, United Technologies vice president of state government relations Peter Holland, and two-time men's champion James Blake, Worcester made two other key announcements during the press conference, highlighting that United Technologies has renewed its role as presenting sponsor through 2017.

"There's lots of good news today," Worcester said.

"We're very pleased to announce the renewal of our title sponsorship," Holland said. "We are committed to building on last year's momentum and we look forward to working with Anne Worcester and her tremendous team."

The last announcement was daily tickets were going on sale. To purchase tickets, go to www.ctopen.org.

"The tournament is going to be exciting," Malloy said. "We'll have a great lineup of players and it's great to have the legends here, with a great local name. This is a real Connecticut event."

Petra Kvitova, the No.2 player in the latest WTA rankings and the defending Connecticut Open champ, had already committed to the tournament, as has rising American star Madison Keys, who's coached by Lindsay Davenport, the 2005 CT Open champion.

This year, the men's "legends" will return with Blake taking on Andy Roddick on Thursday, August 27 and John McEnroe faces Jim Courier on Friday, August 28.

celsberry@ctpost.com