The top-tier ATP men’s tennis tour has announced a wide-ranging global partnership with Swiss wealth management group Julius Baer, as it continues to strengthen its commercial portfolio.
The new agreement gives ATP two new sponsorship categories, with Julius Baer to serve as the tour’s first official wealth management partner and the first official partner of the ATP Coaches Programme, which supports 230 coaches through education, visibility, recognition, and commercial opportunities.
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As part of the agreement, from 2027, Julius Baer will activate at five ATP tournaments, including the Chile Open in Santiago, the Munich Open in Germany, the Mallorca Open in Spain, the Japan Open in Tokyo, and Swiss Indoors Basel.
For the Swiss Indoors Basel, Julius Baer will also serve as the tournament's presenting partner.
Beyond the five events, Julius Baer will gain access to ATP experiences and premium hospitality at a wide range of tournaments throughout the season, with the company offering its guests opportunities with players, tennis clinics, and behind-the-scenes access.
As the official partner of the ATP Coaches Programme, Julius Baer will work with a group of ATP coaches and present the ATP Coach Spotlight series and Coach of the Year recognition across the tour’s social channels.
The wealth management group will also gain branding on the ‘coaches’ corner’ at select tournaments, as well as a co-branded official ATP coaches cap worn in the coaches’ box.
The new global partnership comes as the ATP continues to strengthen its commercial partnership slate, having re-elected Andrea Gaudenzi as chairman of the ATP for a third term in January until 2028.
Most recently, the ATP announced a new multi-year partnership with US tennis brand K-Swiss, which will serve as the tour’s new official footwear partner.
Under the partnership, K-Swiss will provide footwear to ATP umpires, physios, and key officials, as well as players who do not have an existing footwear sponsor.
Earlier this year, the tour secured a new multi-year agreement with global investment organization EQT to serve as the tour’s first official private markets partner through 2030, while extending its long-standing digital partnership with Indian digital services and consulting company Infosys.
The organization also renewed its partnership with video streaming technology firm Deltatre, covering graphics, data, and production across the 2026 season, and expanded its behind-the-scenes content partnership with Overtime, the youth-focused US sports media company, to boost its younger fanbase.
The ATP also announced global content partnerships with TikTok and Spotify, as well as launching global marketing campaigns and a new brand identity.
