PIF and ATP Forge Multi-Year Alliance to Propel Global Tennis Growth

Author:

Patricia Bell

|Published: February 28th, 2024

The Public Investment Fund (PIF) and ATP have announced a groundbreaking multi-year strategic partnership, demonstrating a shared commitment to advancing global tennis at all levels.

The extensive collaboration includes PIF becoming the official naming partner of the ATP Rankings, emphasizing excellence throughout the season.

This major partnership will culminate in the Nitto ATP Finals in Turin, Italy, until 2025, where PIF will celebrate the Year-End No. 1. PIF's involvement extends to ATP Tour events in Indian Wells, Miami, Madrid, Beijing, and the Next Gen ATP Finals, hosted in Jeddah until 2027.

PIF's dedication to the game's future is evident through its support of young players and player pathway initiatives, aligning with the ATP's Baseline program.

Incorporating PIF's sponsorship pillars— inclusivity, sustainability, youth, and technology— the collaboration aims to enhance tennis's global future.

PIF will actively contribute to ATP's OneVision Strategic Plan, focusing on unity, fan experiences, and scalable growth opportunities across the sport.

Massimo Calvelli, ATP CEO, expressed, "Our strategic partnership with PIF marks a major moment for tennis. It's a shared commitment to propel the future of the sport, fostering innovation and creating opportunities for all."

Mohamed AlSayyad, Head of Corporate Brand at PIF, highlighted the partnership's alignment with PIF's vision to enhance global tennis, stating, "This strategic partnership aligns with our broader vision to enhance quality of life and drive transformation in sport both within Saudi and across the world.''

Tennis is experiencing rapid growth in Saudi Arabia, with registered players increasing by 46% from 2019 to 2023.

Leveraging ATP's expertise, PIF plans to expand opportunities for young Saudis in tennis through state-of-the-art facilities, coaching, and an enhanced player pathway.

Note: PIF will now present the ATP Rankings, and the partnership aims to drive sustainable innovation in tennis.