Generali Group, the international insurance company, has been unveiled as the new presenting partner for the men’s Davis Cup national tennis team tournament.
Under a multi-year global partnership, the competition will be known as the Davis Cup by Generali.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
Through the presenting partner deal, Generali will have rights to worldwide broadcast integration, in-bowl visibility, and back wall court branding at all Davis Cup events.
The insurance firm’s red brand colourway will also be integrated into the green Davis Cup brand.
The agreement with Generali ends the World Tennis governing body’s long search for a new presenting partner.
The position had been vacant since the previous title sponsorship deal with Japanese e-commerce giant Rakuten ended in 2022.
World Tennis’ commercial portfolio for the Davis Cup includes Rolex, Visa, MG, Fage, Corpay and Betsson. The federation expects to announce further new deals “in the coming weeks.”
The Davis Cup second-round qualifiers will conclude this weekend before the Final Eight tournament is held in Bologna from November 24 to 29.
Ross Hutchins, World Tennis chief executive, said: “Generali is the ideal partner to help take our prestigious competition to the next level, and we are very excited to work with them for years to come.
“As the world’s premier competition in men’s team tennis, the Davis Cup offers unique passion and national pride on a global scale unprecedented in world sport.”
Generali already has a strong presence in tennis, including title sponsorship of the Generali Open in Kitzbühel and a partnership with ATP player Dominic Thiem in Austria, sponsorship of the Monte Carlo Masters event, and partnerships with the Spanish and German tennis federations.
Last month, the company extended its deal as title sponsor of the Hexagon Cup padel event.
