The top-tier tennis tour for the men’s players, hosted by the Association of Tennis Professionals (ATP), the ATP Tour is a prestigious circuit in the tennis world.
The ATP Tour consists of competitions such as the Australian Open, the French Open, Wimbledon, the US Open, the ATP Finals, ATP Masters 1000, ATP 500, and ATP 250.
In this article, we look at the sponsors and partners of the ATP Tour.
In January 2016, the ATP signed a five-year deal with UAE flag carrier Emirates, which became a Premier Partner of the event as well as its Official Airline Partner.
A five-year renewal was signed by the two parties in 2019, which started from 2021 and sees Emirates continue enjoying branding and global marketing rights.
In March 2024, the ATP inked a partnership agreement with the Public Investment Fund (PIF), the sovereign wealth fund of Saudi Arabia.
The deal sees the PIF act as the Title Sponsor of a host of ATP Tour events, including the ATP Final and the Next Gen ATP Finals. The 2024 Next Gen ATP Finals is now set to take place in Jeddah.
The PIF is to sponsor several ATP Masters 1000 events, including the Indian Wells Open, the Miami Open, and the Madrid Open, as well as the ATP 500 China Open in Beijing. It is also to serve as the Naming Partner to the ATP men’s player rankings.
Premium car brand Lexus signed a multi-year partnership agreement with the ATP in June 2023, joining as its Official Automotive Partner and a Platinum Partner.
The deal sees Lexus provide “a fleet of electrified models to support the transportation of the players, officials, staff and other guests” during ATP events.
Indian IT consulting company Infosys has been a Gold-level Global Partner of the ATP since 2015, providing support for its development of digital assets and infrastructure such as the ATP PlayerZone, the ATP Stats Leaderboards, the ATP Second Screen, and the official ATP app.
In March 2024, the ATP signed a three-year partnership renewal agreement with Infosys.
The renewed deal entails the ATP continuing to use Infosys’ Artificial Intelligence, Data Analytics, and Cloud tech to enrich fan experience and player performance. Infosys is also to support the ATP’s goal of achieving net-zero emissions by 2040.
Japanese adhesive manufacturing company Nitto has been a partner of the ATP Tour since 2017 and sponsoring the season-ending (Nitto) ATP Finals.
In September 2020, the two extended their partnership for a further five years, with Nitto becoming a Gold Partner and the Official Athletic Tape Sponsor of the ATP Tour.
As per the deal, waterdrop provides ATP Tour players, employees, and volunteers with its reusable bottles. It also has its hydration benches made available for the players and hydration stations for the fans at all ATP events.
In March 2024, the ATP extended its partnership with Chinese major home appliances brand Haier, which is thus set to remain the Official Home Appliances Partner and a Gold Partner of the ATP Tour until 2025.
The deal entails Haier activating “a global portfolio of partner tournaments through premium hospitality experiences, brand exposure and fan engagement”. The event portfolio includes the Nitto ATP Finals, the Rolex Paris Masters, the Mutua Madrid Open, the Hamburg Open, the Plava Laguna Croatia Open Umag, and the European Open (Antwerp) in 2024 and 2025.
Dunlop has been a partner of the ATP Tour since 2019, having signed a five-year deal to act as its Official Ball as well as a Silver Partner.
Nilox, part of the Esprinet Group, known for its range of two-wheel electric personal mobility devices, signed a global partnership agreement with the ATP in January 2023, thus becoming an Official Partner of the ATP Tour starting from 2023.
The partnership sees Nilox receive on-ground branding at ATP events, which helps the company promote its range of e-scooters and e-bikes.
In April 2023, LONGi, a solar energy technology firm, signed a global partnership agreement with the ATP, becoming the Official Solar Energy and Hydrogen Partner of the ATP Tour in the process.
As a partner of multiple ATP events, LONGi uses its global platform to promote its message of sustainability.
French fashion brand Lacoste has been a partner of the ATP since 2002. Lacoste provides apparel to the line judges, ball kids, and mascots at all ATP events.
The two parties extended their partnership in November 2020, making Lacoste the Official Outfitter and Official Footwear Partner of the ATP Tour.
In December 2023, the ATP again renewed its partnership with Lacoste. The new deal, set to run until 2026, sees Lacoste continue acting as the Official Outfitter of the ATP Tour, providing the ATP staff and officials with apparel.
Italian beverage brand Asti DOCG became the Official Sparkling Wine of the ATP Tour following a partnership agreement in January 2021.
As per the deal, Asti DOCG gets on-ground, on-court, and digital branding exposure along with presence at the ATP’s official trophy ceremonies and corporate hospitality areas.
Also read: Gravity Media strikes association with ATP Media to offer ATP Events coverage
Virtual reality (VR) tennis training company Sense Arena joined the ATP Tour as its Official VR Tennis Training Tool in August 2023 on a multi-year deal.
The partnership launched the ATP Tour Sense Arena, a co-branded platform operated via a Meta Quest 2 Headset paired with a haptic racquet. ATP players also have access to Sense Arena’s VR technology as part of this agreement.
Sense Arena and the ATP also work on developing their training platform by roping in advisors from the Medical Services, Technology, and Business teams, producing educational content for the tennis community, especially on mental training.
The ATP and online sports commerce and tech platform Tennis-Point signed a multi-year partnership agreement in March 2021, which saw the latter become the Official Racket Sports Products Retailer of the ATP Tour in a deal set to run until 2025.
The Ponte Vedra Inn & Club, which is situated in Florida, has been the Official Tennis Club of the ATP Tour since September 2012.
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