Tennis
BJK Cup signs Elf Beauty as cosmetics sponsor
The Billie King Cup (BJKC) women’s team tennis event has announced a three-year global deal with US cosmetics brand Elf Beauty, in a sign of the increasing appeal of women’s sport to the beauty sector.
Billie Jean King instrumental in BJK Cup Elf Beauty deal
The relationship between former world no 1 tennis player and social activist Billie Jean King and US cosmetics brand Elf Beauty proved instrumental in the brand’s decision to sponsor the Billie Jean King Cup women’s international team tennis tournament.
Emirates retains Grand Slam with US Open renewal
Emirates has reinforced its dominance of the airline sponsorship category in tennis with a renewal of its deal with the US Open
‘The Perfect Serve’ – Stella Artois and Wimbledon
Stella Artois used its association with the Wimbledon tennis grand slam to launch a range of live, digital and on-pack promotions.
Roland Garros retail revamp key driver in FFT Lacoste renewal
The retail offering available to sponsors at the Roland Garros tennis grand slam was a significant factor in Lacoste renewing its long-running agreement with the French Tennis Federation.
Sportfive strengthens regional operations with Tennis Australia’s Iannuzzi
Sportfive has appointed Jordan Iannuzzi as its new senior commercial partnerships manager in Australasia
ITF, ATP turn to financial services sector with UniCredit, OFX deals
After five years without a banking sponsor, the International Tennis Federation (ITF) has announced a new three-year agreement with UniCredit.
Lacoste pays up for premium Roland Garros extension
French sports brand Lacoste has extended its ‘Premium Partner’ agreement with Roland Garros until 2030 in what is understood to be the most expensive outfitter deal among the four tennis grand slams.
Range Rover to the fore in Wimbledon sponsorship
Jaguar Land Rover (JLR), the UK car manufacturer, has tweaked its major sponsorship deal with the Wimbledon Championships to make its Range Rover brand the face of the partnership
PIF adds WTA sponsorship inventory to nascent hosting, ATP deals
Saudi Arabia’s Public Investment Fund (PIF) has struck a multi-year deal with the Women's Tennis Association that mirrors its agreement with the men's Tour: sponsorship but no equity investment.
ATP avoids category conflict with Yokohama deal
The Association of Tennis Professionals has succeeded in its long-term ambition of identifying a sponsor from the tyre sector through its new agreement with Yokohama Tire.
Microsoft recommits to Billie Jean King Cup with sponsorship extension
The International Tennis Federation has announced that Microsoft has renewed its sponsorship of the Billie Jean King Cup.
ATP continues sponsorship drive with new Yokohama Tire deal
The Association of Tennis Professionals (ATP) has announced a new multi-year sponsorship agreement with Yokohama Tire.
Persistence pays off for Emirates in new Wimbledon sponsorship
The Dubai-based airline will begin its agreement with the All England Lawn Tennis & Croquet Club (AELTC) from this year’s tournament, which takes place entirely in July.
EXCLUSIVE: Oppo exits Roland Garros sponsorship amid French market retreat
Oppo has ceased being a tennis grand slam sponsor after exiting its agreement with the French Tennis Federation (FFT) for Roland Garros.
Itaú signs Miami Open extension to 2028, Haier renews with ATP
Brazilian bank Itaú Unibanco has agreed a four-year extension to its presenting sponsorship deal with tennis’ Miami Open.
ATP lands five-year PIF sponsorship across multiple properties
The Association of Tennis Professionals (ATP) has formed closer ties with Saudi Arabia’s Public Investment Fund (PIF) in a multi-faceted sponsorship agreement unveiled today (Wednesday) but has stopped s…
Lutz to leave Team Marketing for BJK Cup CEO role
Kerstin Lutz has called time on over 23 years at Team Marketing to become chief executive of the new entity set up to commercialise women’s tennis’ Billie Jean King Cup.