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BNP Paribas to end title sponsorship of Davis Cup

French banking group BNP Paribas has ended its title sponsorship of the Davis Cup, but will continue as title sponsor of the Fed Cup, and other International Tennis Federation properties.

The bank’s decision on the Davis Cup, formerly branded ‘Davis Cup by BNP Paribas’, ends a 17-year association between the bank and the men’s international team tennis competition.

This year’s competition will now be rebranded ‘Davis Cup, The World Cup of Tennis’, reflecting the new one-week, 18-team format under the ITF’s partnership with investment group Kosmos Tennis.

Bertrand Cizeau, head of communications and deputy head of company engagement at BNP Paribas, said: “We decided with the ITF to conclude the Davis Cup by BNP Paribas partnership as the competition’s format evolves.

“We wish the best for the next phase of this competition and are keen to continue to develop our action, together with the ITF, for women and junior tennis players.”

BNP Paribas will continue its commitment as title sponsor of the women’s international team tennis competition – ‘Fed Cup by BNP Paribas’.

It will also continue to support junior tournaments for both boys and girls – ‘Junior Fed Cup by BNP Paribas’ and ‘Junior Davis Cup by BNP Paribas’ – plus the wheelchair event ‘BNP Paribas World Team Cup’ and ITF coaches conferences.

In terms of junior tennis, BNP Paribas also runs young tennis talent programmes with current and former professionals Jo-Wilfried Tsonga, John and Patrick McEnroe and Yannick Noah.

Read this: Kosmos’ Davis Cup shake-up aimed at reviving ‘commercially undervalued’ competition

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