The ATP Cup reaches its third instalment as 16 nations get ready to battle it out for the first title of 2022.
Novak Djokovic and Andrey Rublev are two of the high-profile players withdrawing from the tournament citing various reasons. However, we still have a star-studded line-up of men’s tennis players with 15 out of the Top 20 ranked players set to feature, including last year’s Nitto ATP Finals champion Alexander Zverev and 2021 Roland Garros finalist Stefanos Tsitsipas among many.
With all this in mind, let’s take a look at all the partners and sponsors of the ATP Cup starting December 31, 2021.
NSW Government
The ATP Cup is secured under the New South Wales government’s 10 World Cups in 10 years initiative. This year, Sydney will take centre stage in January with the third instalment of the ATP Cup, where 18 of the Top 20 players will battle it out for the newest team trophy in men’s tennis.
The NSW Government, in partnership with Tennis NSW, is investing AU$2.4 million over three years through the Legacy Fund to ensure community tennis benefits from NSW hosting the ATP Cup at Ken Rosewall Arena. Minister for Sport, Natalie Ward, said 31 projects had received grants from AU$1,000 – AU$50,000 to improve tennis facilities and encourage participation.
ABC Bullion
ABC Bullion is one of the six entities of the Pallion Group. The Australian Bullion Company (ABC) is Australia’s leading precious metal and gold bullion specialist.
The ATP Cup has been designed and created by ABC Bullion, makers of the Melbourne Cup and The Australian Open Norman Brookes Challenge Cup (the winners’ trophy for men’s singles tournament).
“With Australia hosting the inaugural ATP Cup it is only appropriate the trophy is made in Australia and from Australian silver,” Darren May of ABC Bullion said on the eve of unveiling the trophy at Kangaroo Point, Brisbane on 19 December 2019.
“It has been a true team effort to produce this team’s trophy in Australia – from the local miners, to the designers, fabricators and refinery workers.”
ABC Bullion is also the manufacturer of the runner-up trophy and medallions for the Final Eight.
Dunlop
Dunlop and the Association of Tennis Professionals (ATP) announced a five-year partnership in January 2019 which would see the sports equipment brand become the official ball of the ATP Tour and the Nitto ATP Finals.
The deal sees the Dunlop ball used at high-profile ATP competitions across the year, on all playing surfaces, including the 2022 ATP Cup. The partnership also sees the British company become a silver partner of both events, while it is already a partner of a number of ATP events and the Next Gen ATP Finals.
Emirates
Emirates became the ATP Tour’s premier partner as part of a five-year deal signed in 2015, taking over from the Corona drinks manufacturer in a deal reportedly worth US$10 million per year.
The ATP and Emirates renewed their sponsorship deal for a further five years in 2019. Under the extended agreement, which came into effect from 2021, Emirates continues to receive global marketing rights and retain its on-court net branding at 60 ATP tournaments worldwide.
The ATP Cup—a premium tournament to kickoff the season—is one of the 60 tournaments on the contract, with Emirates holding premium on-court brand visibility.
Kia
Kia completed 20 years of Australian Open sponsorship with a first-of-its-kind experience for tennis fans. The South Korean automobile company is also a proud partner and sponsor of the ATP Cup tournament.
Since 2002, Kia has played a pivotal role in supporting players and promoting the growth of tennis in Australia and SE Asia in general. The brand has continued to support the ATP Cup since its inaugural edition in 2020.
Macron
Italian sporting apparel company Macron signed its first partnership deal in tennis that saw the brand dress a range of tournament staff at the ATP Cup, Melbourne Summer Series and Adelaide International in 2021.
The new partnership joins Macron’s healthy portfolio of sponsorships around the world including 80 clubs and national teams across football, rugby, basketball, volleyball, baseball, handball, running, futsal, AFL and NRL.
In Australia alone, the brand holds partnerships with the A-League, the National Premier League, Port Adelaide Football Club and the Parramatta Eels.
Marriott Bonvoy
Tennis Australia named Marriott Bonvoy, the global travel programme of hospitality company Marriott International, as the official hotel partner of the inaugural ATP Cup men’s team tournament for the 2020 edition, and the deal has carried on to the third edition as well.
The deal, which also incorporates the Women’s Tennis Association’s (WTA) season-opening Brisbane International, will see players, coaches, VIPs and tournament staff stay at participating Marriott Bonvoy hotels during the two events.
The partnership will give Marriott Bonvoy members the opportunity to experience behind-the-scenes access, coaching clinics with players and coin tosses. Tennis fans attending the tournaments will also have access to exclusive ATP Cup and Brisbane International hotel rates and packages.
Rolex
The ATP Cup added luxury watchmaker Rolex as a sponsor ahead of its inaugural edition.
As part of the deal, Rolex gets on-court visibility. Its timepieces and clocks are displayed at each of the venues, while Rolex-branded content is also featured on digital walls at each venue throughout the tournament.
The agreement builds on the company’s existing presence across tennis. Rolex fills the sponsorship designation of Official Timekeeper at all four of the sport’s Grand Slam events, having most recently signed with the French Open and the US Open in 2018.
Treasury Wine Estates
After Jacob’s Creek pulled out, Treasury Wine Estates (TWE) was announced as the new official wine supplier before the 2019 Australian Open.
Following a successful campaign, in 2020, Treasury Wine Estates returned for a second successive stint with the Australian Open and this time with the ATP Cup as well.
As part of the new multi-year deal, TWE serves a range of wines from across its portfolio — from local Pinot Grigio, Prosecco and Rosé through to the iconic Penfolds Grange in a number of the Australian Open’s and ATP Cup’s premium restaurants.
Apart from the above-mentioned brands and organisations, the ATP Cup is also partnered and sponsored by Feel New South Wales, Initial, Canadian Clubs, Peters, Peroni Italia and ANZ.
Leave a Reply