The ATP Tour has unveiled a significant global alliance, welcoming the iconic Belgian pilsner, Stella Artois, as its official beer.
The multi-year agreement, effective immediately and extending through 2028, also designated Stella Artois as the official beer of the prestigious season-ending Nitto ATP Finals.
This landmark deal, which positions Stella Artois as a gold partner of the Tour, marks the ATP Tour’s first central sponsorship agreement with a beer brand in a decade and signals a substantial expansion of Stella Artois’s already prominent footprint in professional tennis. The partnership will see the brand intricately woven into numerous ATP Tour events worldwide, with a particular highlight on the Nitto ATP Finals in Turin, Italy.
As part of the collaboration, Stella Artois will gain extensive on-court brand visibility and integrate its signature “Perfect Serve” experience into hospitality areas, aiming to elevate the atmosphere for fans. As an official partner of the Nitto ATP Finals, the brand will benefit from premium exposure, bespoke hospitality opportunities, and exclusive pouring rights at the prestigious year-end championship.
This strategic move aligns with AB InBev’s overarching “mega platform strategy,” leveraging the global allure and year-round engagement of tennis for its Stella Artois brand. A key activation will be the launch of “The Perfect Serve” digital content series across the ATP Tour’s global platforms. This interactive campaign will invite fans (of legal drinking age) to cast monthly votes for the player with the best serve, fostering engaging content across both ATP Tour and Stella Artois’ social media channels.
Furthermore, Stella Artois will collaborate with the ATP No. 1 Club, an exclusive collective of current, former, and future ATP World No. 1-ranked players. Special activations surrounding this aspect of the partnership are anticipated, particularly during the 2025 Nitto ATP Finals.
Speaking on the occasion, Marcel Marcondes, Global Chief Marketing Officer for AB InBev, said, “Tennis continues to grow globally, attracting more fans who love the sport and the premium experiences it provides. This partnership with the ATP Tour and Nitto ATP Finals allows Stella Artois to authentically be part of those fan experiences and highlight a taste worth more through the Perfect Serve program. This partnership will show tennis is best served with a Stella Artois in hand.”
Daniele Sanó, ATP Chief Business Officer, added, “Stella Artois is not only one of the world’s most iconic beer brands; it’s a brand that truly understands our sport, not just as a game, but as an experience. With a rich history in tennis, they’ve created unforgettable moments for our fans across generations. We’re proud to be a part of their legacy and excited to keep building on this, finding new ways to bring even more entertainment to the game.”
Stella Artois boasts a long-standing affiliation with premier tennis events, including existing roles as an official partner of Wimbledon and an official supplier of Roland-Garros. This new comprehensive agreement with the ATP Tour and the Nitto ATP Finals further cements its commitment to the sport and its passionate global fanbase.