The new partnership will entail Fitline receiving exposure across the ATP Tour’s social, editorial, and digital channels. (ATP imagery)

Top-tier men’s tennis' ATP organizing body has announced a multi-year global partnership with Fitline, the sports nutrition brand.

The deal designates Fitline as the official sports nutrition partner and official energy bar partner of the ATP Tour through 2026.

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The new partnership will entail Fitline receiving exposure across the ATP Tour's social, editorial, and digital channels.

Massimo Calvelli, ATP chief executive, said: “We’re delighted to welcome Fitline to the ATP Tour’s partner roster. The synergies between our brands are evident, with both organizations dedicated to optimizing athletic performance. This partnership reflects the ATP Tour's appeal to global partners and our strength in engaging fans digitally.”

Rolf Sorg, chief executive of Fitline owner PM-International, added: “Through our partnership with the ATP Tour, we are proud that our sports nutrition is now represented on one of the largest stages in global professional sports. We’re excited to connect with tennis fans worldwide and continue sharing our passion to support professional and amateur sports in the community.”

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Last month, the ATP struck a commercial deal with OFX, the foreign exchange services provider, until the end of 2027.

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Other gold-tier partners of the ATP Tour include Chinese consumer electronics giant Haier, water bottle and filtration brand Waterdrop, information technology firm Infosys, and Japanese conglomerate Nitto – title sponsor of the ATP Tour Finals.

Earlier this week., meanwhile, the ATP, sports technology heavyweight Sportradar, and the Tennis Data Innovations venture launched a platform designed to address online abuse against tennis players.

Safe Sport will be available to the top 250 singles and 50 doubles players, on an opt-in basis, from this month (July).

This platform launch comes as an expansion to the existing partnership between the ATP and Sportradar, a relationship that began in late 2022 and has been expanded and extended on multiple occasions since.