The International Tennis Federation (ITF) has unveiled a new commercial tie-up with casino and sports betting platform Stake, as well as extensions with a trio of existing partners.
Stake is now the official betting partner of both the Davis Cup (men’s) and Billie Jean King Cup (women’s) premier international team tennis events.
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The extensions, meanwhile, have been struck with sports equipment and kit manufacturer Dunlop, Spanish sportswear firm Joma, and Quironsalud, the Spanish hospital group.
The tie-up with Stake was facilitated by Sportradar, the sports technology company that currently serves as the ITF’s data partner.
The ITF has been quick to state that that partnership has been agreed “following due diligence conducted in line with ITF rules for betting sponsorship.”
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The London-based governing body has said the deal will involve Stake looking to enhance fans’ experience across both its men’s and women's events.
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By GlobalDataDavid Haggerty, president of the ITF (re-elected in September), said: “We are pleased to partner with Stake – an organization with a portfolio of high-profile clients, a stated commitment to responsible business practices, and significant reach among global sports fans – having conducted rigorous due diligence.”
In mid-November, the ITF brought Spanish health and wellness company Sporttips in as a Davis Cup partner, for the final stages of last year's competition in Malaga. That tournament's previous title partner was Rakuten.
The Billie Jean King Cup, meanwhile, has US-based insurance agency Gainbridge as its title sponsor, through a deal unveiled in September 2022.
Stake already has several major sporting sponsorship tie-ups in place, including with English Premier League soccer's Everton, as well as a title sponsorship deal covering the Sauber team from motor racing’s Formula 1.
In addition, it has an agreement with the Ultimate Fighting Championship mixed martial arts promotion.
