ATP has announced the renewal of its long-standing partnership with Rolex, with the Swiss watchmaker continuing as the official timekeeper and gold partner of the ATP.
Rolex’s association with tennis dates back to 1978, and over the decades the brand has become closely aligned with some of the most prestigious events on the ATP Tour. Under the renewed agreement, Rolex will remain the official timekeeper of the ATP Tour, as well as an official partner of the Nitto ATP Finals, the Tour’s season-ending championship, and the Next Gen ATP Finals presented by PIF, which showcases the world’s top players aged 20 and under.
As part of the renewal, Rolex will continue to enjoy year-round brand visibility across the ATP’s digital and social platforms. This includes time-related content such as match start times and game durations.
In addition to its role on the ATP Tour, Rolex is an official partner of all ATP Masters 1000 tournaments, as well as the Australian Open, Roland-Garros, The Championships, Wimbledon, and the US Open. Beyond tennis, the brand maintains a presence across global sport, including golf, motorsport, yachting and equestrian disciplines.
ATP chief business officer Daniele Sano said, “It’s difficult to understate the commitment Rolex has shown towards our sport and the ATP Tour. For almost 50 years, it has championed the qualities that define tennis – elegance, prestige, and precision. As a valued partner of the ATP since 2005, we’re proud to reinforce such an iconic legacy.”
Rolex director of communication and image Arnaud Boetsch added, “Rolex is proud to reaffirm its long-standing commitment to tennis. While celebrating the dedication and remarkable performances at the highest levels of the game, Rolex supports the leading tournaments, governing bodies and players, as they continue to shape the future of the sport.”
