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French Open serves up renewal with main sponsor

French financial services company BNP Paribas has extended its sponsorship of the French Open grand slam tennis tournament.

BNP Paribas agreed the new five-year deal with the French Tennis Federation. Under the agreement, the company will continue to serve as the official and principal sponsor of the French Open until 2021.

As part of the deal, BNP Paribas will support the tournament through various digital projects and international activations. The new deal will coincide with major redevelopment work over the coming years at Roland Garros, home of the French Open.

Jean-Laurent Bonnafé, chief executive of BNP Paribas, said: “The project for the new stadium, coupled with its digital revolution, should allow the tournament to maintain its status as one of the most prestigious tennis competitions in the world and to continue to enhance the popularity of the city of Paris, France, and French tennis. We are also very supportive of tennis on a regional level, where we promote tennis and encourage everyone to play it, and we are striving to strengthen our commitment.”

Meanwhile, BNP Paribas has opted to end its title sponsorship of the Paris Masters men’s event, which it had held naming rights to since 2001.

BNP Paribas has sponsored the French Open since 1973.