ATP announces new deal with EQT

The Association of Tennis Professionals (ATP) has announced a new multi-year partnership with global investment organisation EQT, who will become the first-ever Official Private Markets Partner of the ATP Tour until the end of 2030. EQT will also become a Platinum Partner of the ATP and will have activations across the  ATP Masters 1000, ATP 500 and ATP 250 tournaments where EQT will have prominent brand visibility, alongside access to premium hospitality and stakeholder engagement opportunities across key international markets.

Andrea Gaudenzi, Chairman, ATP, commented,

“The scale of this partnership and its global footprint reflect EQT’s commitment to the ATP Tour. It’s an exciting moment for both organisations and another step in our focus on working with brands that share our values and are invested in the long-term future of tennis. EQT is a natural fit, with a shared emphasis on long-term performance, active growth and sustainable value creation for players, fans and commercial partners.”

Per Franzen, Managing Partner & CEO, EQT, said,

“An ever-larger share of value creation in the global economy is happening in private markets, and individual investors want access to that opportunity. As the largest private markets firm outside the U.S., EQT has both the scale and responsibility to help make that a reality. That is why we decided to partner with the ATP, which has the right platform to build EQT’s brand recognition among our target audiences around the world. We are proud to partner with an organization that, like EQT, is defined by long-term thinking, high performance, and a truly global ambition.”