BMW has renewed its association with Carlos Alcaraz, extending a partnership first signed in 2022. The move further strengthens the brand’s longstanding ties with tennis, which date back nearly four decades to its sponsorship of the BMW Open in Munich in 1987, along with support for major tournaments in Indian Wells, Rome, and Vienna.
Alcaraz joined BMW in June 2022, months before claiming his maiden Grand Slam title and before becoming the youngest world No. 1 in ATP history later that year. BMW’s early backing saw him fronting campaigns for its electric vehicles just as his career was beginning to soar.
Now 22, Alcaraz has already secured six Grand Slam titles and reclaimed the world No. 1 ranking after his US Open triumph earlier this month, according to the release.
Alcaraz said, “I am delighted to continue being part of the BMW family, whose values – honesty, excellence, innovation and joy – have always resonated deeply with my own. I am grateful to BMW for the support I received even before my first Grand Slam win and hope that we can enjoy many more successes together.”
BMW Europe vice president marketing Uwe Dreher noted, “Tennis plays a fundamental role in our sponsorship portfolio. We are delighted to continue our journey with Carlos Alcaraz. His passion for sport and his pursuit of excellence are consistent with the values of our brand.”
