A commercial partnership has been struck between the ATP men's tennis tour and renowned global beer brand Stella Artois.
Through a deal unveiled earlier today, and which runs through 2028, Stella Artois becomes a gold partner, and the official beer, of the ATP Tour, and of the annual, season-ending, ATP Finals.
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The tie-up will include both on-court brand visibility and product integration inside ATP tournament hospitality areas, as well as pouring rights at the ATP Finals in Turin, Italy this year.
In addition, the two parties will launch a content series entitled 'The Perfect Serve', allowing fans to vote every month for the player on the ATP Tour with the best service. This series will be promoted across both ATP Tour and Stella Artois social media channels.
The brand, owned by brewing giant Anheuser-Busch InBev, is already an established sponsor of some of tennis' most significant properties, such as the Wimbledon (London) and Roland-Garros (Paris) Grand Slam tournaments.
The two-year deal between Stella Artois and the Wimbledon organizers has been valued by GlobalData Sport at $16.5 million in total across three tournaments, with the brand's deal covering Roland-Garros estimated to be worth $2.5 million for the 2024 edition of that clay-court event.
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By GlobalDataThis ATP tie-up will, therefore, effectively give Stella Artois a year-round presence in tennis, especially given the ATP Finals element of the deal.
In terms of the ATP's commercial activity, meanwhile, mid-April saw a multi-year, global deal with Austrian cryptocurrency brand Bitpanda announced.
Last month, travel and events company Quint and pet food company Purina also became commercial partners.
The title partner of the ATP Finals, in a deal ending following this year's edition, is Japanese materials manufacturer Nitto Denko.
Daniele Sano, chief business officer at the ATP, has now said: "With a rich history in tennis, they [Stella Artois] have created unforgettable moments for our fans across generations. We’re proud to be a part of their legacy and excited to keep building on this, finding new ways to bring even more entertainment to the game.”
