The Association of Tennis Professionals (ATP) has secured a major new commercial partnership with global investment firm EQT, further strengthening its sponsorship portfolio and underlining tennis’ growing appeal among financial services and private capital brands.
Under the agreement, EQT will become the ATP Tour’s first-ever official private markets partner in a deal that runs through the end of the 2030 season. The partnership sees EQT join the ATP’s platinum partner tier and activate across ATP Masters 1000, ATP 500 and ATP 250 events worldwide.
The collaboration will span 15 tournaments across 12 international markets, providing EQT with year-round exposure through one of the most globally distributed sports properties. The ATP estimates its ecosystem reaches more than one billion fans worldwide, offering the investment firm access to affluent consumers, corporate decision-makers and high-net-worth audiences across key markets.
Andrea Gaudenzi, ATP Chairman, said, “The scale of this partnership and its global footprint reflect EQT’s commitment to the ATP Tour. It’s an exciting moment for both organisations and another step in our focus on working with brands that share our values and are invested in the long-term future of tennis. EQT is a natural fit, with a shared emphasis on long-term performance, active growth and sustainable value creation for players, fans and commercial partners.”
Per Franzen, EQT’s Managing Partner & CEO, added, “An ever-larger share of value creation in the global economy is happening in private markets, and individual investors want access to that opportunity. As the largest private markets firm outside the U.S., EQT has both the scale and responsibility to help make that a reality.
“That is why we decided to partner with the ATP, which has the right platform to build EQT’s brand recognition among our target audiences around the world. We are proud to partner with an organisation that, like EQT, is defined by long-term thinking, high performance, and a truly global ambition.”
As part of the partnership, EQT will receive a comprehensive package of commercial rights, including branding, hospitality, client entertainment opportunities and player-led marketing activations. ATP players will also feature in EQT’s future advertising campaigns as the company seeks to expand its global brand presence and increase awareness of private market investing among a broader investor base.
The agreement reflects a growing trend of investment firms turning to elite sports properties as platforms for brand-building and stakeholder engagement. While banks, asset managers and financial institutions have long maintained a presence in global sport, private markets firms are increasingly using sponsorship to connect with international audiences and strengthen their corporate profile.
For the ATP, the deal represents another significant addition to a commercial portfolio that already includes leading global brands such as Infosys, Rolex, Overtime, Yokohama and Nitto. It also highlights the organisation’s continued success in attracting partners from emerging sponsorship categories beyond traditional consumer and technology sectors.
The partnership reinforces tennis’ position as a premium global marketing platform while providing EQT with a long-term vehicle to support its international growth ambitions through the end of the decade.
