Tennis: sponsorship revenue up by 50% for the ATP in 2024 thanks to nine new partnerships

"This season's commercial success has seen the ATP Tour grow its sponsorship revenues by 50% vs. 2023, with an 89% increase projected by 2026," announced the Association of Tennis Professionals on 21/08/2024.

These results are due to the signing of nine new partnerships (with PIF, Lexus, Yokohama, Haier, Waterdrop, LONGi Solar, Sense Arena and OFX) and the extension of four contracts (Infosys, Lacoste, Dunlop and Asti Docg).

"Our partners have bought into our OneVision strategic plan. This has laid the foundation for growth through more premium events, rights aggregation, and a game-changing profit-sharing agreement creating a true partnership between players and tournaments," said Massimo Calvelli, CEO of the ATP.

The ATP's OneVision plan, launched in June 2022, has enabled the governing body to expand its sponsorship inventory, notably by extending several ATP Masters 1,000 tournaments from eight to 12 days. "In total, ATP has doubled its annual sponsorship distributions to tournaments since 2021," explained the governing body, which generated $32.89m (€30.8m) in sponsorship…