The ATP Tour drinks to new beer partner

The ATP has announced Stella Artois as a gold partner and the new official beer of the ATP Tour through 2028.

This multi-year global sponsorship will span a variety of events spanning the ATP Tour tennis calendar, including the Nitto ATP Finals in Turin, Italy.

As a long-time partner of several ATP tournaments, as well as being an official partner of Wimbledon and an official supplier of Roland-Garros, Stella Artois will continue its expansion within the sport.

The sponsorship includes on-court brand visibility and product integration in many hospitality areas, providing the opportunity to deliver more premium Perfect Serve moments around the world.

Additionally, Stella Artois also becomes an official partner of the Nitto ATP Finals in Turin, Italy, offering premium brand visibility, hospitality, and pouring rights to enhance the fan experience during the tour finale.

Marcel Marcondes, Global Chief Marketing Officer for AB InBev, said, “Tennis continues to grow globally attracting more fans that 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, commented, “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.”