ATP nets Waterdrop deal

Austrian hydration brand Waterdrop has announced a multi-year partnership with the Association of Tennis Professionals (ATP), which will see the former join as the Official Hydration Partner as well as a Gold Partner of the latter.

The partnership will see Waterdrop’s products made available to all players, staff and volunteers on the men’s tour, while it will also include the company’s Microdrinks, made from dissolvable cubes, featuring reusable water bottles designed to reduce plastic waste.

Waterdrop will provide branded hydration benches for the fans and players at ATP Tour events along with various other live fan activations at the tournaments.

The partnership is aimed at supporting the ATP’s goal of reducing environmental footprint. Additionally, top professional players such as Novak Djokovic, Taylor Fritz and Danielle Collins have also been roped in as brand ambassadors for Waterdrop. 

Daniele Sanò, ATP Chief Business Officer, commented:

“We are thrilled to welcome waterdrop to the ATP Tour’s global family of partners. Sustainability is something our players, tournaments and fans care deeply about. We’ve set ambitious targets and it’s great to have a passionate brand like Waterdrop support us on that journey. We’re excited to provide the tennis community with the most sustainable hydration products possible.“

Martin Murray, CEO & Founder of Waterdrop, said:

“Shaking up the beverage industry is not only necessary, it’s a real ecological emergency. We strongly believe that the values and commitments already shown by the tennis world are a great match with our vision. This new journey with ATP is the beginning of a major and profound transformation. Reducing our plastic use and unnecessary CO2 emissions are steps we must all take. We are thrilled to see the best tennis players in the world using our bottles and hydration benches. It’s an important symbol for this on-going profound change in the industry.“

Taylor Fritz added:

“Drinking enough water is key for a healthy lifestyle and our performance as athletes. However, this does not have to come at the expense of the environment. It’s great to see our sport taking the right steps in that direction. I believe that by working together we can make real progress towards eliminating plastic on Tour.“

Joining also as a Gold Partner of the ATP, Waterdrop will join the likes of Infosys and Nitto in the third-tier sponsorship category.