Generali has expanded its longstanding involvement in tennis by becoming the presenting partner of the Davis Cup in a multi-year agreement that will see the competition renamed “Davis Cup by Generali.”
The partnership gives the Italian insurance group branding and commercial rights across Davis Cup events, including prominent court-side visibility, in-venue exposure and broadcast integration. Generali’s red brand colour will also be incorporated into the competition’s visual identity.
The agreement adds one of tennis’ most established international team competitions to Generali’s existing portfolio, which includes the Rolex Monte-Carlo Masters, Generali Open Kitzbühel, partnerships with the Spanish and German tennis federations, and an athlete relationship with former world No. 3 Dominic Thiem.
The Davis Cup partnership also provides Generali with an association spanning national teams and multiple markets. The 2026 competition has attracted a record 160 participating nations, with ties taking place across six continents before the Final 8 in Bologna, Italy, from November 24-29.
Ross Hutchins, World Tennis Chief Executive, said, “This is a proud day for World Tennis, as we announce a momentous partnership uniting two premium global brands with shared values and a commitment to creating meaningful experiences for fans and customers worldwide. Generali is the ideal partner to help take our prestigious competition to the next level, and we are very excited to work with them for years to come. As the world’s premier competition in men’s team tennis, the Davis Cup offers unique passion and national pride on a global scale unprecedented in world sport. The Generali team values this reach and everything the Davis Cup stands for.”
Philippe Donnet, Generali Group CEO, added, “We are delighted to partner with World Tennis for the Davis Cup, one of the most celebrated and recognised sporting events in the world. Generali has a longstanding connection with tennis, a sport that reflects many of the values we promote every day, such as resilience, discipline and integrity. Through this partnership, we aim to harness the power of tennis to build on our commitment as a Lifetime Partner by encouraging active lifestyles and creating a lasting positive impact for individuals, families and communities.”
Generali joins existing Davis Cup commercial partners including UniCredit, Stake, Visa, and Lexus.
Financial terms and the exact duration of the agreement were not disclosed. The partnership comes into effect ahead of the Davis Cup Qualifiers from September 18-20, followed by the Final 8 in Bologna in November.
