UK pay-TV heavyweight Sky has snapped up rights to men's tennis' Laver Cup tournament later this year, adding to its extensive rights portfolio in that sport.
Sky will cover all matches (12, in total) from that event, which will be held at the 02 Arena in London, UK, between September 25 and 27.
The broadcaster agreed a non-exclusive deal with the Trident8 Laver Cup owning company.
It adds to existing coverage of the tournament in the UK - it is being shown by Warner Bros. Discovery-owned TNT Sports, through a deal running until 2030.
WBD also holds pan-European rights to the Laver Cup.
In addition to the live element, Sky will also air clips and highlights from the Laver Cup, at which six of the best men's players from Europe take on 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, which forms part of the overall ATP Tour.
In total, Sky is broadcasting over 4,000 matches across 80 tennis tournaments in 2026, including the upcoming US Open major (starting on August 30).
Meanwhile, the Laver Cup's organizers have brought in the Stella Artois beer brand as a new commercial partner.
Stella Artois, an Anheuser-Busch InBev brand, becomes the official beer of the tennis event.
The brand will be prominently featured in Laver Cup hospitality areas, in the tournament's fan zone, and at its opening night gala.
The Stella 'Perfect Serve' campaign will also feature on Laver Cup social media platforms during late September.
Steve Zacks, chief executive at the Laver Cup, commented: "Stella Artois’ iconic brand and its reputation for elevating social experiences make it an ideal partner for the Laver Cup. Their presence in our premium hospitality will add further distinction to the event.”
Stella Artois is also a partner of the ATP Tour, through a deal running until 2028.
Stella Artois is now a gold partner, and the official beer, of the ATP Tour, and of the annual, season-ending, ATP Finals.
For the Laver Cup, meanwhile, the World of Hyatt hotel brand signed on as a partner in mid-July.
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.
