Tennis

Global technology company IBM has extended its US Open sponsorship for five years, from 2017 to 2021, in a deal comprising cash, value in kind and minimum advertising commitments.

Global financial services firm J.P. Morgan has agreed a deal with the Association of Tennis Professionals to sponsor its season-ending ATP Finals event.

Multinational technology company IBM has renewed its sponsorship of the US Open tennis event and has launched its Watson Media platform at this year’s edition of the grand slam tournament to enhance broadcast coverage.

Swiss watchmaker Rolex has built a long-term marketing strategy around key sports and events in equestrianism, golf, motorsport, tennis and sailing.

Danone-owned mineral water brand Evian has extended its partnership with the All England Lawn Tennis Club (AELTC) to remain the official bottled water supplier to the Wimbledon Championships.

Swiss watch manufacturer Rolex has taken over the title rights to the Paris Masters men’s tennis tournament from French bank BNP Paribas in a change of roles for two of the biggest sponsors in French tennis.

Italian coffee company Lavazza has agreed a three-year extension to its partnership with the Wimbledon tennis championships

South Korean sportswear brand Fila has agreed a deal to sponsor the Cincinnati Masters tennis tournament.

US consumer foods group General Mills launched its new Lawn Tennis Association-endorsed Nature Valley protein bar on the day that Andy Murray crashed out of the Aegon Championship at the Queen’s Club in London. But tennis is a long-term play for the group.

Swiss watchmaker Rolex has been named as the new title sponsor of men's ATP World Tour tennis event the Paris Masters.

Swiss watchmaker Rolex has renewed its sponsorship of the Australian Open grand slam tennis tournament.

The Lawn Tennis Association, the sport’s governing body in the UK, has signed a one-year partnership with personal care brand Dove.

German automotive company Porsche has entered into a new multi-year partnership with the Women’s Tennis Association.

Italian bank BNL has renewed an agreement that grants it title sponsorship of the Italian Open tennis tournament, which is held in Rome.

Information technology company IBM is looking for opportunities to build infrastructure with its sponsorship partners as a key element when selecting deals.

FedEx Express, a subsidiary of FedEx Corporation, the world’s largest logistics company, has renewed as a Platinum Partner of the ATP World Tour for three years, from 2017 to 2019.