The top-tier ATP men’s tennis tour has announced a new multi-year partnership with global investment organization EQT, which will serve as the tour’s first official private markets partner through 2030.
As an official platinum partner of the ATP, EQT will activate across all ATP events throughout the global season, including the top-tier Masters 1000, second-tier ATP 500, and third-tier ATP 250 tournaments.
Specifically, EQT will gain on-court visibility, premium corporate hospitality access, and targeted stakeholder engagement opportunities at tournaments in key international financial hubs.
As part of the partnership, EQT will also gain access to the ATP’s top players to feature in the company’s international brand campaigns.
ATP chairman Andrea Gaudenzi said: “The scale of this partnership and its global footprint reflect EQT’s commitment to the ATP Tour.
“EQT is a natural fit, with a shared emphasis on long-term performance, active growth and sustainable value creation for players, fans and commercial partners.”
EQT is the world’s largest private markets firm outside the US, which invests across private equity, infrastructure, and real estate.
The partnership marks EQT’s first global sports sponsorship and coincides with the company’s brand relaunch and international expansion efforts. Through the new agreement, the company is hoping to build global brand recognition among the ATP’s growing audience.
Per Franzen, EQT’s managing partner and chief executive, said: “An ever-larger share of value creation in the global economy is happening in private markets, and individual investors want access to that opportunity. As the largest private markets firm outside the US, EQT has both the scale and responsibility to help make that a reality.
“That is why we decided to partner with the ATP, which has the right platform to build EQT's brand recognition among our target audiences around the world. We are proud to partner with an organization that, like EQT, is defined by long-term thinking, high performance, and a truly global ambition.”
The new partnership continues ATP’s recent commercial push, having re-elected Gaudenzi as chairman of the ATP for a third term in January until 2028.
This year has seen the ATP extend its long-standing digital partnership with Indian digital services and consulting company Infosys, while also renewing its partnership with video streaming technology firm Deltatre, covering graphics, data, and production across the 2026 season.
The ATP Tour also renewed and expanded its behind-the-scenes content partnership with Overtime, the youth-focused US sports media company, to boost its younger fanbase.
The new agreement will see Overtime continue to create short-form behind-the-scenes content that will be distributed across its Instagram and TikTok channels, as well as the ATP’s social channels, with its coverage expanded across more tournaments from the ATP Masters 1000, ATP 500, and ATP 250 circuits for the 2026 season.
It also announced global content partnerships with TikTok and Spotify, as well as launching global marketing campaigns and a new brand identity.
