Home News ATP Tour announce 5-year sponsorship deal with Saudi Arabia’s Public Investment Fund

ATP Tour announce 5-year sponsorship deal with Saudi Arabia’s Public Investment Fund

by Stefan Jonsson
PIF and ATP Tour

The tennis tour just got a big financial injection from an unexpected source, the Saudi Arabia’s Public Investment Fund (PIF). They’ve put down a five-year deal with the ATP Tour, which means they’ll be the new sponsor of the official player rankings and will have their logo seen across several big tournaments.

The Public Investment Fund will also have branding rights at major ATP Masters 1000 events at Miami, Indian Wells, Madrid, Beijing as well as the ATP Finals in Turin.

“A major moment for tennis,” was the comment from ATP chief Massimo Calvelli.

As I’m sure everyone has noticed, this isn’t the first time Saudi Arabia enters big into the sports world. They’ve been busy investing in everything from golf to wrestling and football, and now they’ve set their sights on tennis. While some fans are excited about the potential growth of the sport in the region, others are showing concern.

Tennis to follow Golf?

On the golf tour we’ve seen most top names heading over to the LIV Tour, a direct competitor to the PGA Tour, which is financed by the same Public Investment Fund. It has cause a major debate leading to some players not being part of certain Majors or the Ryder Cup (the popular EU vs USA competition).

Human rights concerns are of course one of the biggest question mark when it comes to making deals with the rich kingdom. Women continue to face discrimination in most parts of the region and homosexuality is still far from being accepted.

The WTA women’s tennis tour has also been negotiating with the Saudis for partnerships, with possibly holding the WTA Finals there at the end of the season. However, nothing has been decided on that as of this moment.

More Tennis Events in Saudi Arabia

In January it was announced that Rafael Nadal has been appointed ambassador for the Saudi Tennis Federation and we recently reported about the Six Kings Slam that will be held in Riyadh, Saudi Arabia in October. Featuring Djokovic, Nadal and Sinner among others, these are major events and it will be interesting to follow how this will affect the tour.

The ATP tour comments that they hope it can help to promote positive change in the region. Of course the much-needed cash this will inject, is the major factor in this decision.

For now, the tennis players themselves seem divided on the deal.

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1 comment

JM March 1, 2024 - 23:39

Just another example of selling of America!!! Hope BJK/w WTA and ATP enjoy the money since they sold out. Shameful!!! As are ALL companies/corporations selling out.


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