World of Hyatt has expanded its footprint in global tennis after being named the official hotel sponsor of Laver Cup London 2026, reinforcing its strategy of connecting members with premium sporting experiences through its loyalty programme.
The partnership will see Hyatt deliver luxury hospitality, exclusive fan experiences and VIP access during the tournament, which will be held at The O2 in London from September 25-27, 2026.
Under the agreement, World of Hyatt members will enjoy access to curated travel packages, premium accommodation, behind-the-scenes experiences and exclusive event hospitality, alongside priority access to one of tennis’ most prestigious team competitions. The activation is aimed at blending Hyatt’s luxury hospitality offering with the Laver Cup’s premium sporting environment, creating immersive experiences that extend beyond a traditional hotel stay.
The sponsorship further strengthens Hyatt’s growing investment in sports and experiential marketing. In recent years, the hospitality brand has increasingly leveraged its loyalty platform to provide members with exclusive access to marquee sporting events, while earlier this year it introduced a series of tennis-focused initiatives featuring brand ambassador Jessica Pegula and live recordings of The Player’s Box podcast at leading tournaments in Paris, London and New York.
Laurie Blair, Senior Vice President of Global Marketing and Loyalty, Hyatt, said, “The Laver Cup is one of the most exciting events in global tennis, bringing together world-class competition, passionate fans, and iconic destinations. As Official Hotel Sponsor, we’re excited to help create experiences that extend beyond the court. Our World of Hyatt members are looking for opportunities to connect with the moments and passions that matter most to them, and this collaboration gives them a new way to experience the game they love.
Laver Cup CEO Steve Zacks added, “We are delighted to welcome World of Hyatt as official hotel sponsor. Through World of Hyatt, fans will gain priority access, premium accommodation and exclusive ways to engage with the Laver Cup, extending the event experience well beyond the court.”
The agreement adds another globally recognised brand to the Laver Cup’s commercial portfolio while enhancing the event’s hospitality offering for players, guests and travelling supporters. By combining Hyatt’s international hotel network with the tournament’s premium positioning, the partnership is expected to elevate the overall fan experience and strengthen engagement with affluent, experience-driven consumers.
The deal also reflects a broader trend across the sports industry, where hospitality brands are increasingly using elite sporting events to drive customer loyalty through exclusive access and curated experiences. For both Hyatt and the Laver Cup, the collaboration represents a strategic alignment centred on premium travel, world-class sport and experiential engagement.
