ATP Tour ‘Evolves’ Into ’26 With New Logo, Lexus Extension, Spotify Alliance
Friday, November 7, 2025 at 02:21PM By Barry Janoff
November 7, 2025: On the eve of its 2025 finals, the ATP Tour has unveiled activation for 2026 and beyond, including a multi-year extension of its partnership with Lexus, a global content collaboration with Spotify and the latest evolution of its logo — the sixth in its 54-year history.
The moves come as the Nitto ATP Finals with the Top Eight players of the year set to compete in Torino, Italy Nov. 9-16 (Tennis Channel). An undefeated champion at the 2025 Nitto ATP Finals will earn a record $5,071,000, the richest payout in the event's history.
ATP said the new logo is a result of merging the future of tennis with its progressive and growing fans. The logo was last changed in 2018 and before that in 2009.
“Tennis is constantly evolving,” Eno Polo, ATP CEO, said via the organization. “To keep pace with our global fan base, we need to tell our story with creativity and energy. Our new identity captures the drama, precision, and momentum of the Tour, connecting with today’s fans while inspiring the next generation discovering tennis for the first time.”
The multi-year extension of its partnership with Lexus, which began in 2023, continues the premium car brands as the official automotive partner and Platinum Partner of the ATP Tour through 2028.
Lexus is a Platinum Partner with PIF. Emirates is a Premier Partner.
Financial terms were not shared.
“Lexus is a partner that truly adds value to our Tour,” Polo said via ATP. “Since we began our journey together, they’ve shown a genuine commitment to tennis — elevating the experience for our players and staff at key events and helping advance our sustainability efforts through ATP Serves.
“That purpose-led approach is what makes this partnership stand out. We’re proud to keep building on this.”
Since 2023, Lexus has served as official car partner at the season-ending Nitto ATP Finals and Rolex Paris Masters, in addition to a global portfolio of tournaments spanning Almaty, Hamburg, Kitzbuhel, Montpellier, Marseille, Metz, Lyon, Rotterdam, Auckland, Barcelona, Houston, London, and Eastbourne.
Lexus remains title partner of ATP Head2Head — a digital initiative showcasing the Tour’s biggest rivalries – featuring an exclusive content series that follows ATP players as they take on entertaining challenges at tournaments.
Lexus will continue to engage the tennis community through the ATP Tour’s digital and social platforms.
The company will also continue to provide a fleet of electrified vehicles at sponsored events to support the transportation of players, officials and guests. Lexus said its leadership in electrification “aligns closely with the ATP Tour’s sustainability ambitions under ATP Serves and UN Sports for Climate Action, which targets Net Zero emissions by 2040.”
According to Andre Schmidt, head of Lexus Europe via the company, “Lexus’ partnership with the ATP Tour reflects our shared commitment to excellence, precision, and passion — values that resonate deeply with our brand.”
ATP and Spotify said their global content collaboration is “focused on fan engagement and on-platform programming. The initiative aims to inspire and engage the next generation of fans through compelling content, and behind-the-scenes access.”
Financial term were not disclosed.
Spotify said “with sports video content consumption up more than 250% on Spotify and overall video consumption rising 80% since early 2025, fans are increasingly turning to the platform for new ways to experience sports.”
“Fans today want to connect with the moments and personalities that define sport,” Roman Wasenmüller, Spotify vp-head of podcasts, said via the company.
“Teaming up with the ATP is about giving fans deeper access to the stories and energy that make tennis one of the world’s most compelling sports.”
The collaboration begins in conjunction with the Nitto ATP Finals with episodic content on Spotify and continues through the 2026 season. One of the first projects will be a behind-the-scenes documentary on the 2025 Nitto ATP Finals, set to debut in December.
Spotify said the ATP initiative will feature a “range of on-platform content celebrating the intersection of tennis and culture within the ATP ecosystem – spotlighting athletes, tournaments, and moments that showcase the energy and personality of the game.”
“Spotify is a best-in-class platform with a passionate, global audience, and we’re thrilled to bring ATP storytelling to life through this collaboration,” Andrew Walker, ATP Tour svp-brand and marketing, said via the organizaiton.
““This partnership enables us to create new content experiences that resonate with fans, showcase our athletes in fresh ways, and invite new audiences into the sport.”