MADRID: The International Tennis Federation (ITF) and its promoters, the Gerard Pique-owned Kosmos Tennis, have announced an agreement with Spain’s LaLiga that makes one of the world’s top football leagues an official sponsor of the Davis Cup by BNP Paribas Finals for the next four years.
In what is a unique arrangement, LaLiga will promote the Davis Cup Finals through their international broadcasts in Europe, Asia, Africa, USA and Latin America. The campaign will air during LaLiga Santander matches scheduled throughout the month of October. This year’s finals are in Madrid in November.
As a result, LaLiga and its clubs will increase their global visibility and reach a new audience through tennis fans across the world, having a reach of 2.7 billion viewers across nearly 200 countries worldwide.
WHile no financial terms were disclosed, this is not a first for LaLiga in needs noting. LaLiga sponsored Spain’s 2016 Davis Cup tie in India, while last year it announced a partnership with the Renault Formula 1 team. It also supports Spain’s 64 sporting federations, Reuters reports.
ITF president David Haggerty commented: “The cross-sport partnership with LaLiga is innovative for the Davis Cup. This will widen our reach to not only tennis fans but other sports enthusiasts. One of our strategic initiatives is to grow tennis and this allows us to reach as many more fans in new and diverse ways.”
Kosmos Tennis CEO Javier Alonso said: “We are excited by the partnership with LaLiga and the immense potential of innovative marketing and sponsorship models that LaLiga has already implemented. By combining the reach of LaLiga with that of the Davis Cup, we will connect the global tennis and football communities and engage with millions of sports fans worldwide.”
LaLiga head of international business development Oscar Mayo added: “LaLiga is pleased to partner with Kosmos Tennis as it represents a great opportunity to link our brand and those of our clubs with a worldwide sport and entertainment icon. The fact that Spain, our home market, will host the first two editions of the Davis Cup Finals and, that other strategic markets for us are being considered to host future editions, have been key in our decision to go ahead with this sponsorship agreement.”
The top 18 tennis playing nations of the world will form the final line-up to compete from 18-24 November at the Caja Mágica stadium in Madrid, Spain.
