The Laver Cup and Roland-Garros have each announced new commercial partnerships, reinforcing the growing emphasis among elite tennis properties on premium fan experiences, technology-led operations and carefully aligned brand collaborations.
Laver Cup names Genesys global supplier for 2026 edition
Laver Cup has confirmed Genesys as a global supplier for its 2026 tournament, which will be staged at the Chase Centre in San Francisco from September 19 to 21.
Under the agreement, Genesys will support the tournament’s customer engagement and fan experience operations through its AI-powered experience orchestration platform. The technology will be used to manage and optimise fan interactions across multiple touchpoints, including digital engagement channels, customer service operations and on-site support before, during and after the event.
Tony Bates, Genesys Chairman and CEO, said, “Exceptional experiences give a clear advantage in today’s economy. While Genesys focuses on enabling organisations to drive success through AI-powered technologies built to orchestrate world-class customer experiences, the Laver Cup is an iconic event that embodies the relentless pursuit of excellence. As leaders in our respective industries, our partnership exemplifies what’s possible when there’s an unwavering commitment to levelling up to create differentiation.”
The agreement aligns with Laver Cup’s broader strategy to position itself as a premium, innovation-driven tennis property. With its team-based format, condensed competition window and high-value audience profile, the tournament has placed increasing importance on seamless service delivery and data-led fan engagement.
The choice of Chase Centre as the host venue further supports this approach, with the arena widely regarded as one of North America’s most technologically advanced sports and entertainment venues.
Roland-Garros adds Schweppes to official supplier lineup
Separately, Roland-Garros has announced Schweppes as a new official supplier, strengthening the French Open’s commercial and hospitality ecosystem.
As part of the partnership, Schweppes will be integrated across the tournament’s food and beverage offering, with brand presence and activations spanning hospitality suites, premium lounges and designated fan consumption areas throughout the event.
The collaboration aligns Schweppes’ premium positioning with Roland-Garros’ reputation as one of the most lifestyle-oriented and culturally distinctive events on the global sporting calendar. Supplier partnerships form a central pillar of the tournament’s commercial strategy, with a strong focus on enhancing the on-site experience for spectators, corporate guests and international visitors.
Taken together, the two announcements highlight a broader commercial trend across top-tier tennis. Properties such as the Laver Cup are increasingly investing in technology and data infrastructure to elevate fan engagement, while legacy events like Roland-Garros continue to refine their premium hospitality offering through carefully curated supplier relationships.
As competition for audiences, sponsors and partners intensifies, operational excellence, experience quality and brand alignment are becoming defining factors in the long-term commercial strategies of the sport’s leading events.
