Last year’s BJK Cup Finals took place in Malaga, Spain, and were won by Italy. (Angel Martinez/Getty Images for ITF)

The Billie Jean King (BJK) Cup women’s tennis competition has brought in luxury watch brand Rolex as a major commercial partner.

Through a global deal unveiled today, Rolex becomes the timekeeping sponsor of the BJK Cup Finals, from this year's edition onwards.

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Rolex will keep the official time of the competition, in a similar way to partnerships it has in place with various other top-tier tennis properties, such as the women's WTA (through a global partnership renewed last November), and the men's equivalent ATP.

In addition, the 'Rolex Timing Moment' will be introduced as a feature, highlighting key moments throughout the finals, which this year are taking place in Shenzhen, China, between September 16 and 21.

In terms of other commercial partners for the competition, the list of sponsors includes elf Beauty, 1xBet, Microsoft, and Mastercard, with Gainbridge serving as title partner. GlobalData Sport has estimated that the latter deal, unveiled in September 2022, is worth $4 million annually.

This week, the competition's organizers renewed a tie-up with global investment management firm Franklin Templeton for the upcoming 2025 Finals and secured international feminine hygiene brand, Libresse, as a new partner.

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Eight remaining nations will compete in a knockout format for the title of world champions. Teams include 2024 champions Italy, hosts China, Great Britain, Japan, Kazakhstan, Spain, Ukraine, and the US.