Global sports marketing agency SPORTFIVE has announced the extension of its partnership with the International Tennis Federation (ITF) for the media rights to the Davis Cup and the Billie Jean King Cup.
The renewed long-term agreement covers media rights in the CIS and APAC regions (excluding China and Australia).
The agreement builds on the strong collaboration between SPORTFIVE, the ITF and now also Billie Jean King Cup Limited, and underscores all parties’ shared commitment to enhancing the visibility and reach of the World Cup of Tennis.
SPORTFIVE will exclusively manage and distribute the media rights for the following rounds of both the Davis Cup and the Billie Jean King Cup:
– Davis Cup: Qualifiers 1st Round, Qualifiers 2nd Round, Final 8
– Billie Jean King Cup: Qualifiers, Finals, Play-offs
This expanded agreement is a key step in supporting the ITF’s mission to grow global tennis by elevating the reach of its flagship team competitions. By partnering with SPORTFIVE, the ITF and Billie Jean King Cup Limited aim to further strengthen the presence of both competitions across CIS and APAC markets, leveraging SPORTFIVE’s extensive media network and industry expertise.
Speaking on the news, SPORTFIVE executive director – Media, Erik Steinmeyer, said: “We’re proud to extend our valued partnership with the ITF and to continue supporting the growth of these iconic team competitions. The Davis Cup and Billie Jean King Cup are unique in their ability to unite fans through national pride, and we’re excited to help bring their stories to wider audiences across the region.”
“We’re excited to further expand the global reach of the Billie Jean King Cup by Gainbridge through our partnership with SPORTFIVE. Their expertise and deep market knowledge across APAC and Eastern Europe will be instrumental in bringing the excitement of the competition to even more fans – including in key Finalist nations such as Japan, Ukraine and Kazakhstan, as well as New Zealand and India who are represented in the Play-offs and Regional Group Stages. This collaboration underscores our commitment to growing women’s tennis and celebrating the incredible athletes representing their countries.” Kerstin Lutz, CEO of Billie Jean King Cup Limited commented.
David Haggerty, ITF president said: “The passion and excitement of the World Cup of Tennis is unique in our sport, and I am pleased that we will continue our work with SPORTFIVE to bring both Davis Cup and Billie Jean King Cup to more and more people. As the global guardians of the game, we work hard to showcase our sport around the world, and this partnership will help us continue that work in key markets.”
