LONDON: After just two years, the Laver Cup, which is primarily owned by tennis royal Roger Federer and his agency TEAM8 (in which his long time agent Tony Godsick, is president and CEO), has been declared an official part of the annual ATP Tour calendar.
The Laver Cup is an annual men’s team event in which Europe takes on the rest of the world and launched by Federer and TEAM8 in 2017.
The agreement gives the event, now approaching its third competition in Geneva, Switzerland this September, access to ATP services, including marketing and social media, along with operational personnel such as officials and physios.
“The Laver Cup team is incredibly excited about this partnership with the ATP. It has always been our hope to build the Laver Cup in partnership with the tennis world, and certification by the ATP after only two editions is an overwhelming validation of our vision,” said Godsick.
“We created the Laver Cup to celebrate the greats of the game – past, present and future – and grow interest in our great sport of tennis,” Godsick added. “Partnering with the ATP positions us to continue to achieve that mission and reach even greater audiences.”
Chris Kermode, ATP executive chairman and president, said that the reception by tennis fans globally was a major factor in the ATP’s wish to form a partnership.
“The Laver Cup has struck a chord with fans worldwide in a very short time,” said Kermode. “It’s been great to see the passionate participation of the players and the response from the fans at the sold-out events in Prague and Chicago. This event has great potential to reach new fans around the world, and all of us at the ATP are excited to include the Laver Cup as an official part of the ATP Tour calendar and have it featured alongside other tournaments on all our platforms.”
A delighted Federer said: “As I come closer to the end of my playing career, it’s wonderful to know that the Laver Cup will be part of the tour that I’ve dedicated more than 20 years of my life to. This partnership is a wonderful example of how the tennis family can unite to promote and grow the sport we all love.”
Currently celebrating the 50th anniversary of winning the ‘Grand Slam’ for the second time in 1969, Rod Laver praised the ATP’s official endorsement of his namesake event which has further cemented his legacy.
“I am grateful to the ATP for recognising that the Laver Cup plays an important role in raising awareness of the amateur era of tennis and my fellow ‘barnstormers”. I am honoured and thankful for what has been achieved and to Roger for doing this for us,” said Laver.
The third edition of the Laver Cup will be held in Geneva, Switzerland from 20-22 September.
