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The International Tennis Federation (ITF) and BNP Paribas have announced that the banking group will end its 17-year title sponsorship of the Davis Cup men’s team tournament.
The competition will now be rebranded to The Davis Cup, The World Cup of Tennis as part of a new commercial strategy. BNP Paribas will continue to sponsor the women’s Fed Cup until 2021 and the ITF’s junior competitions.
The move comes after discussions between the ITF and Kosmos Tennis, the investment group backed by Barcelona soccer star Gerard Piqué. Kosmos sealed a 25-year, US$3 billion partnership with the ITF last year which has seen the Davis Cup given a new format.
Kosmos and the ITF will now work together on a new two-tiered commercial model for the Davis Cup which will not feature a new title sponsor.
Javier Alonso, chief executive of Kosmos Tennis, told Sportcal: “There will be two levels of sponsors. Global sponsors, the ones that will be in all countries [and] on top of that, we are working on new commercial packages per region.
“We plan to find premium ‘presenting partners’ per region in order to maximise commercial opportunities for brands. For the first time in the Davis Cup, we will be able to target on-field marketing for every country where the finals will be broadcast thanks to the virtual replacement technology.”
BNP Paribas has been a sponsor of the Davis Cup since 2001, and added the title sponsorship of the women’s Fed Cup in 2005.
“We decided with the ITF to conclude the 'Davis Cup by BNP Paribas' partnership as the competition’s format evolves,” said Bertrand Cizeau, head of communications at BNP Paribas.
“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 has made a vast contribution to the success of Davis Cup as title sponsor over the past 17 years,” added ITF president David Haggerty.
“We are proud of the great work we have achieved together for Davis Cup, and we look forward to continuing our relationship across a number of properties from the grassroots to the top of the game.”
The revamped 2019 Davis Cup Finals take place in November and will be held in Madrid.
The International Tennis Federation (ITF) and BNP Paribas have announced that the banking group will end its 17-year title sponsorship of the Davis Cup men’s team tournament.
The competition will now be rebranded to The Davis Cup, The World Cup of Tennis as part of a new commercial strategy. BNP Paribas will continue to sponsor the women’s Fed Cup until 2021 and the ITF’s junior competitions.
The move comes after discussions between the ITF and Kosmos Tennis, the investment group backed by Barcelona soccer star Gerard Piqué. Kosmos sealed a 25-year, US$3 billion partnership with the ITF last year which has seen the Davis Cup given a new format.
Kosmos and the ITF will now work together on a new two-tiered commercial model for the Davis Cup which will not feature a new title sponsor.
Javier Alonso, chief executive of Kosmos Tennis, told Sportcal: “There will be two levels of sponsors. Global sponsors, the ones that will be in all countries [and] on top of that, we are working on new commercial packages per region.
“We plan to find premium ‘presenting partners’ per region in order to maximise commercial opportunities for brands. For the first time in the Davis Cup, we will be able to target on-field marketing for every country where the finals will be broadcast thanks to the virtual replacement technology.”
BNP Paribas has been a sponsor of the Davis Cup since 2001, and added the title sponsorship of the women’s Fed Cup in 2005.
“We decided with the ITF to conclude the 'Davis Cup by BNP Paribas' partnership as the competition’s format evolves,” said Bertrand Cizeau, head of communications at BNP Paribas.
“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 has made a vast contribution to the success of Davis Cup as title sponsor over the past 17 years,” added ITF president David Haggerty.
“We are proud of the great work we have achieved together for Davis Cup, and we look forward to continuing our relationship across a number of properties from the grassroots to the top of the game.”
The revamped 2019 Davis Cup Finals take place in November and will be held in Madrid.
