LaLiga, Davis Cup launch first cross-sport co-sponsorship

Spain’s LaLiga has inked its first cross-sport co-sponsorship with the Davis Cup tennis tournament.

LaLiga announced the four-year deal today, after signing the partnership with the International Tennis Federation and the Davis Cup’s new organisational backer, Kosmos Tennis.

As part of the deal, LaLiga will promote the Davis Cup Finals via its international broadcasts in Europe, Asia, Africa, the United States and Latin America in October this year.

Through the agreement, LaLiga hopes to increase its global visibility and reach a new audience of tennis fans around the world, while the Davis Cup hopes to tap into LaLiga’s millions of football fans.

Óscar Mayo, director of international business development at LaLiga, said: “LaLiga is pleased to partner with Kosmos Tennis as it represents a great opportunity to link our brand and those of our clubs with a worldwide sport and entertainment icon.

“The fact that Spain, our home market, will host the first two editions of the Davis Cup Finals and, that other strategic markets for us are being considered to host future editions, have been key in our decision to go ahead with this sponsorship agreement.”

LaLiga will also sponsor the Davis Cup Qualifiers, taking place this Friday and Saturday, in which 24 countries compete to secure a place in the Davis Cup Finals in November in Madrid.

The qualifying round gets underway today when India take on Italy in Kolkata.