ATP Tour, PIF Unveil Five-Year Alliance To Grow Tennis ‘At All Levels Of The Sport’
Wednesday, February 28, 2024 at 07:38PM By Barry Janoff
February 28, 2024: Calling it “a catalyst for growth of the global tennis landscape,” the ATP Tour today unveiled a multi-year strategic partnership with Saudi Arabia's Public Investment Fund, “marking a significant shared commitment to enhancing global tennis for players, fans, tournament organizers and stakeholders at all levels of the sport.”
The a five-year alliance will see PIF become the official naming partner of the ATP Rankings as players seek the year-end No. 1 ranking, presented by PIF, crowned at the Nitto ATP Finals, which will be held in Turin, Italy thru 2025.
PIF will also partner with ATP Tour events in Indian Wells, Miami, Madrid and Beijing.
Via a prior deal, the Next Gen ATP Finals — a tournament for players 21 and under — will be hosted in Jeddah until 2027.
Financial terms of the pact were not shared.
"Our strategic partnership with PIF marks a major moment for tennis,” Massimo Calvelli, ATP CEO, said via the organization.
“It's a shared commitment to propel the future of the sport. With PIF's dedication to the next generation – fostering innovation and creating opportunities for all — the stage is set for a transformative new period of progress."
The alliance continues the move of PIF — which oversees LIV Golf — into men’s tennis.
PIF said it would “actively contribute to ATP's OneVision Strategic Plan, "which focuses on driving unity, enhancing fan experiences and leveraging scalable growth opportunities across the sport."
Last month, Rafael Nadal was named as an ambassador for the Saudi Tennis Federation.
Earlier this month, plans were unveiled for Nadal, Novak Djokovic, Carlos Alcaraz, Jannik Sinner, Daniil Medvedev and Holger Rune to play at the "Six Kings Slam," an exhibition event in Riyadh, scheduled for October.
"After some other tennis players have done so, I am very excited to play for the first time in Riyadh," Nadal, a 22-time Grand Slam champ, said via PIF.
PIF said the ATP partnership forms part of its “broader sponsorship platform, investing in people, projects and partnerships with an emphasis on the brand's four pillars: inclusivity, sustainability, youth and technology."
"As PIF expands its portfolio of innovative sponsorships, our commitment to 'Invested in Better' remains unwavering,” Mohamed AlSayyad, head of corporate brand at PIF, said via the group. “Through our collaboration with ATP, PIF will be a catalyst for growth of the global tennis landscape, developing talent, fostering inclusivity and driving sustainable innovation.
“This strategic partnership aligns with our broader vision to enhance quality of life and drive transformation in sport both within Saudi and across the world.''
PHOTO: Massimo Calvelli, ATP CEO (L); Kevin Foster, Head of Corporate Affairs, PIF (R).
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