The ATP Tour, the top-tier men’s tennis tour, has announced record commercial partnership revenues this year of over $100 million after securing a slate of major sponsorship agreements.
The tour announced today that its central partnership revenues had increased 49% year-on-year in 2026 to more than $100 million for the first time on the back of new agreements and expanded investments from long-standing partners including flag carrier airline Emirates, tech company Infosys, parts manufacturer Nitto, luxury carmaker Lexus, home appliances corporation Haier, and tyre manufacturer Yokohama.
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The figure, which represents an increase of more than 200% since 2022, has also been driven by new partnerships with global investment organization EQT and US tennis brand K-Swiss, while the ATP also announced a new multi-year partnership with Julius Baer earlier this week, with the firm serving as the tour’s first wealth management partner.
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.
Daniele Sano, ATP chief business officer, said: “Since 2022, we have more than tripled our partnership revenues through a combination of new agreements and increased investment from longstanding partners.
“This success is providing benefits across the tour. Many of our central partnerships include on-site rights at ATP tournaments, and more than 70% of partnership revenues are paid to tournaments for the rights and activation they provide to our partners.
“Our new partnership with Julius Baer adds further momentum, and we remain confident in our outlook as we target a further double-digit increase in partnership revenues in 2027.”
The increase comes almost four years after the ATP Tour’s chairman, Andrea Gaudenzi, launched OneVision, the organization's long-term strategic plan to reform professional tennis, align interests between players and tournaments, and grow the sport’s commercial digital footprint.
Earlier this year, the tour re-elected Gaudenzi as chairman for a third term until 2028.
The ATP said improved tournament infrastructure and growing audiences across its digital and social platforms have increased the value of the tour’s partnerships, while its global footprint allows brands to scale partnerships across multiple markets and tailor activations to specific markets and audiences.
Growth has also been driven by the launch of the ATP’s dedicated Licensing and Retail team within its central business division in 2025, which has opened the door to new licensing agreements, including K-Swiss’ agreement to create a collection of five ATP-branded tennis shoes.
