The Association of Tennis Professionals (ATP) has announced a partnership with Belgian beer brand Stella Artois, bringing it on board as a Gold Partner and the Official Beer of the ATP Tour until 2028.
The deal will cover most of the major ATP Tour events, including the Nitto ATP Finals. Stella Artois will enjoy on-court and hospitality branding rights as well as pouring rights to enhance fan experience. Product integration across multiple hospitality areas is also part of the agreement.
Stella Artois will also team up with the ATP No. 1 Club for several activations with the current and former ATP World No. 1 players.
Daniele Sanó, ATP Chief Business Officer, commented:
“Stella Artois is not only one of the world’s most iconic beer brands; it’s a brand that truly understands our sport – not just as a game, but as an experience. With a rich history in tennis, they’ve created unforgettable moments for our fans across generations. We’re proud to be a part of their legacy and excited to keep building on this, finding new ways to bring even more entertainment to the game.“
Marcel Marcondes, Global Chief Marketing Officer for AB InBev, added:
“Tennis continues to grow globally attracting more fans that love the sport and the premium experiences it provides. This partnership with the ATP Tour and Nitto ATP Finals allows Stella Artois to authentically be part of those fan experiences and highlight a taste worth more through the Perfect Serve program. This partnership will show tennis is best served with a Stella Artois in hand.“
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