Beverage company Electrolit has strengthened its presence in tennis after striking a new multi-year partnership with the Tennis Canada governing body and its flagship Canadian Open tournament.
Under the agreement, Electrolit becomes the official hydration partner of Tennis Canada and the Canadian Open, known as the 'National Bank Open presented by Rogers' for sponsorship reasons, which is a combined top-tier WTA 1000 and ATP Masters 1000 event on the international tennis calendar.
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The partnership will officially start at this year’s edition of the Canadian Open, which is scheduled to run from August 1 to 13. The WTA event will be held at Sobeys Stadium in Toronto, while the ATP tournament will be played at IGA Stadium in Montreal.
As part of its partnership activation, Electrolit will gain a strong presence throughout both venues, including courtside branding, activation spaces, and fan engagement zones.
The company will also roll out on-site sampling across high-traffic spectator areas throughout the competitions, alongside hydration stations for athletes behind the scenes.
Caridad Ochoa, Electrolit Canada chief executive, said: “The National Bank Open presented by Rogers is among the most recognized events in tennis, and Tennis Canada has done an incredible job building a tournament that continues to attract the best players in the world while growing the sport at home.
“As Electrolit continues to expand across the country, we’re excited to partner with an organization that shares our commitment to performance. We look forward to being part of the experience for athletes and fans in Toronto and Montréal for the years ahead.”
Along with its sponsorship of the Canadian Open, its agreement with Tennis Canada extends across the governing body’s wider ecosystem, which includes its participation in the men’s Davis Cup and women’s Billie Jean King Cup national teams competition.
Claude Savard, Tennis Canada’s vice president of corporate partnerships, added: “Fans in both Toronto and Montréal can look forward to the activation and fan experience that Electrolit will provide during our tournaments.
“This multi-year partnership with Electrolit will help ensure our continued investment into the growth and development of the sport for all Canadians.”
The new partnership also adds to Electrolit’s growing presence in tennis, having recently secured an agreement to serve as the official electrolyte beverage of the US Open Grand Slam tournament.
The company has also signed up two-time US Open champion Aryna Sabalenka and American Emilio Nava as athlete partners.
The brand also served as the official hydration sponsor of the Miami Open in 2024 and 2025, as well as the official sports drink of the Madrid Open in 2024.
Elsewhere in tennis, the 2026 Laver Cup tennis tournament has secured luxury private aircraft company Flexjet to its growing list of commercial partners as it prepares to stage this year’s edition in London, England.
Under the deal, Flexjet becomes the official private aviation sponsor of the tournament for a second time, with this year’s edition to be held at London’s O2 Arena from September 25 to 27.
The three-day Laver Cup, which forms part of the men’s ATP Tour, pits six of the best men’s players from Europe against six leading players from the rest of the world.
The three highest-ranked players from each region, Europe and the world, based on the ATP singles rankings, receive an automatic invitation to play the Laver Cup.
Laver Cup chief executive Steve Zacks said: “Our organizations share a dedication to delivering unrivaled experiences to our customers.
“We are excited to extend this relationship and continue showcasing Flexjet’s world-class private aviation services to our global fan base.”
The new partnership adds to the tournament’s recent commercial activity, most recently naming Willkie Farr and Gallagher as the legal services provider for this year’s edition.
Rolex is the tournament's founding partner, while other sponsors for this year's event include the likes of Hugo Boss, UBS, Mercedes-Benz, and Genesys.
Earlier this month, the Laver Cup announced Los Angeles, California, as host of its 2027 edition. The 2027 Laver Cup – the 10th edition of the tournament – will run between September 24 and 26 at Intuit Dome, the state-of-the-art indoor venue in the LA municipality of Inglewood.
