Rolex, the Swiss luxury watchmaker, has extended its title sponsorship of the Shanghai Masters, one of the nine mandatory Masters 1000 tournaments on the men’s ATP tennis tour, for another decade as the event marks its return to the circuit after a three-year hiatus.
The tournament has not been staged since 2019 due to the pandemic but has been scheduled to run from October 2 to 15 this year, a period covering China’s Golden Week national holiday.
Rolex has a long-standing with tennis that spans over 40 years, and its association with the Shanghai Masters began with the tournament's first edition in 2009, before becoming the title sponsor in 2010.
The brand has been a sponsor of the ATP Tour since the 2005 ATP Finals and is also a partner of all four grand slams and all nine ATP Masters 1000 tournaments.
The tournament is expanding from one week to 12 days and will feature 96 players rather than the traditional 56 as part of the ATP’s ’30-year Plan’ that comes into effect this year.
The ATP’s plan, first announced in 2021, gives 30-year licenses to the current Master 1000 events, turning them all into two-week tournaments from 2023, with tournaments sharing their net revenue 50-50 with the players. All media deals, prize money distribution, and tour structures have also been locked in until the 2050s.
The tournament is organized by Shanghai Juss Sports Industry Development (Group), which Shanghai’s local government owns. The company also acts as the race promoter of motor racing’s Shanghai Formula 1 Grand Prix.
Meanwhile, US residential mortgage lender PrimeLending will continue to act as an official sponsor of the ongoing Dallas Open ATP 250 event after renewing its partnership for another year.
The deal will see PrimeLending gain a presence at the Styslinger/Altec Tennis Complex in Dallas, Texas during the tournament which started on Saturday (February 4) and will run until February 12.
The event is one of 10 US tournaments on the ATP Tour and the country's only ATP Tour indoor championship. This edition will feature 60 ATP Tour professionals playing in singles and doubles.