ATP Tour

ATP partnership revenues rise 49% to record high

ATP has delivered its strongest partnership performance to date, with central partnership revenues rising 49% year on year in 2026.

The increase sees ATP central partnership revenues surpass the $100 million mark for the first time. Since 2022, revenues have increased by more than 200%, driven by new agreements and expanded investment from longstanding partners such as Emirates, Infosys, Nitto, Lexus, Haier and Yokohama, some of which have worked with ATP for more than a decade.

This year’s growth was fuelled by new partnerships with EQT and K-Swiss, alongside continued investment from existing partners. Earlier this week, ATP also announced a multi-year partnership with Julius Baer, which becomes ATP’s first Official Wealth Management Partner and the first Official Partner of the ATP Coaches Programme, with activation across five ATP tournaments on three continents from 2027.

The performance reflects growing demand from brands seeking to connect with tennis fans around the world through ATP’s global reach. It also reflects the continued evolution of the ATP Tour under OneVision, with investment in premium events, enhanced fan experiences and greater collaboration across the sport helping create new commercial opportunities.

Improved tournament infrastructure and growing audiences across ATP’s digital and social platforms have increased the value of partnering with the Tour, while ATP can now better report on the reach and impact of its partnerships. ATP’s global footprint also enables brands to scale partnerships across multiple markets and tailor activations to specific regions and audiences. Collaboration with ATP’s Athlete Marketing team has given partners new ways to engage fans through authentic player-led content and storytelling.

Growth has also been driven by the launch of a dedicated Licensing & Retail team within ATP’s central business division in 2025, which has strengthened ATP’s brand equity and opened the door to new licensing agreements. ATP’s new partnership with K-Swiss, for example, includes the creation of a collection of five ATP-branded tennis shoes, sold globally through K-Swiss, as well as through ATP’s online and in-person retail stores.

Daniele Sano, ATP Chief Business Officer, said: “Since 2022, we have more than tripled our partnership revenues through a combination of new agreements and increased investment from longstanding partners. This success is providing benefits across the Tour. Many of our central partnerships include on-site rights at ATP tournaments, and more than 70% of partnership revenues are paid to tournaments for the rights and activation they provide to our partners. Our new partnership with Julius Baer adds further momentum and we remain confident in our outlook as we target a further double-digit increase in partnership revenues in 2027.”

The benefits are being felt across the sport, with a quarter of a billion dollars invested in the sport through tournaments and players since 2022. ATP projects further double-digit growth in 2027.