The ATP Tour top-tier men's tennis circuit has partnered with the merchandising arm of hospitality firm Levy UK + Ireland to launch a new online retail platform.
The ATP Store, described as a dedicated global shopping destination for all things tennis, is scheduled to officially launch in January 2026.
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Through the tie-up, Levy Merchandising becomes the official retail and merchandise supplier of the ATP Tour.
The ATP Store will feature tennis apparel and accessories, and debut an exclusive ATP-branded fanwear collection designed and developed in collaboration with Levy Merchandising’s in-house team.
The initial launch line-up includes ATP principal partners Lacoste, Dunlop, and Waterdrop, alongside ATP’s recent collaboration with fashion brand Palmes to launch a tennis apparel collection.
The scope of the agreement with Levy Merchandising includes global e-commerce, with the option to operate official ATP Stores at select tournaments and across other offline channels. This will be supported by a licensed product line created by Levy’s specialist design team.
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By GlobalDataEno Polo, ATP CEO, said: “The ATP Store opens up a new way for fans to connect with our brand. Through merchandise, we see a real opportunity to raise the sport’s profile off court, reach new fans, and deliver meaningful value to our partners.
“We now have a dedicated licensing and retail team to strengthen our focus in this space, and we’re excited to partner with Levy to keep building on this momentum.”
Vinny Clark, CEO of Levy Merchandising, added: “The ATP Tour has a genuinely global reach, with highly engaged fans supporting avidly wherever it goes.
“Merchandising is a great way for fans to feel connected to the sports and athletes that they love, and we are excited to provide the premium, customised shopping experience they deserve through bespoke product creation and a truly globalised e-commerce platform. This is a significant moment in our evolution as our growth journey continues.”
In terms of recent commercial activity, the ATP Tour renewed its long-running commercial tie-up with luxury watch brand Rolex.
