This article deals with the men's tennis tournament; for the women's tournament taking place in Memphis at the same time, see Cellular South Cup 2010 .
Andy Roddick was the defending champion in the singles, but he was eliminated in the quarterfinals that year. In the final, local hero Sam Querrey beat his compatriot John Isner just 6: 7 3 , 7: 6 5 , 6: 3. It was his first triumph in a tournament in this category and his third overall. In doubles Mardy Fish and Mark Knowles went to defend their title, but they were eliminated in the semifinals against the eventual winners John Isner and Sam Querrey. In the final they defeated Ross Hutchins and Jordan Kerr in two sets 6: 4 and 6: 4.
The field of participants in the individual competition consisted of 32 players, that of the doubles competition consisted of 16 pairs. The total prize money was $ 1,100,000; total financial liabilities were $ 1,226,500.
The qualification took place from February 13-14, 2010. Four qualifying places were played, which entitle them to participate in the main draw of the tournament.
The following prize money and world ranking points were paid out or credited for reaching the respective round. Players who moved into the main draw via qualification received the specified qualification points in addition to those for reaching the respective round. Otherwise the amounts are not to be understood as cumulative. Prize money for the double competition applies per team.