The BNP Paribas multinational bank has secured title sponsorship rights to the Stockholm Open men’s tennis tournament in Sweden through a long-term tie-up.
In a deal brokered by the Swedish Spring Media agency, the tournament – the largest tennis event in the Nordic region – will be renamed the BNP Paribas Nordic Open.
This year’s event, on the ATP 250 circuit, will run from October 14 to 22, at the Royal Tennis Hall in Stockholm.
BNP Paribas already holds title sponsorship rights to the Indian Wells Masters (called the BNP Paribas Open), a top-tier event on both the ATP and women’s WTA tours. It also puts its name to lower-tier tournaments in Poland and Istanbul.
The bank also used to hold equivalent rights for the Billie Jean King Cup (BJK) and the Davis Cup, the women’s and men’s premier national teams’ tennis competitions. Gainbridge Insurance Agency replaced the bank as the BJK title sponsor in September last year.
In addition, it has partnerships in place with the French Open grand slam tournament at Roland Garros, Queen’s in England, the Monte-Carlo Masters, the Italian Open, and the Moselle Open.
Eirik Winter, chief executive of BNP Paribas in the Nordic region, said: “We see this as a long-term partnership with the largest tennis tournament in the Nordic region. It's an honor and incredibly exciting to have the opportunity to help build on the success of the tournament and share the unique atmosphere of the Royal Tennis Hall with an even wider international audience.”
Jamie Perry, the Stockholm Open’s chief executive, added: “We have been looking for a title sponsor and partner that is genuinely engaged in tennis and matches our core values of sustainability, love for tennis, and commitment to developing the sport.
"BNP Paribas checks all those boxes and has considerable experience from other major tennis events. We are very grateful for this partnership and look forward to the start of the tournament in October.”
The Stockholm Open is owned and operated jointly by Salk, the Swedish Tennis Association, and KLTK.