The Laver Cup pits six men’s players from Europe against six players from the rest of the world. (Clive Brunskill/Getty Images for Laver Cup)

Fanatics, the digital sports platform and e-commerce company, has agreed a new retail and merchandising partnership with the Laver Cup, tennis’ annual men’s team competition contested by Europe and the rest of the world.

Under a multi-year deal, Fanatics will make a new range of Laver Cup merchandise available globally, working closely with event organizers in the creation, production, and sales of the products.

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The initial range of merchandise will be introduced later this year at the seventh edition of the Laver Cup, taking place in Berlin, Germany, at Uber Arena from September 20 to 22.

Through the partnership, Fanatics will have exclusive rights to manufacture, market, and sell official Laver Cup apparel and accessories, including Team Europe and Team World supporter apparel and bespoke Laver Cup Berlin 2024 merchandise, along with a broad range of caps, t-shirts, towels, jackets, and gifts.

Steve Zacks, Laver Cup chief executive, has said: “We are thrilled to be teaming up with Fanatics, whose expertise and world-class credentials will elevate and expand our merchandise offering and operations.

“This partnership will enhance the retail experience for our fans in-person at the Laver Cup and online for those around the globe keen to purchase their own piece of the Laver Cup collection.”

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Brian Swallow, senior vice president of strategy and business development at Fanatics, added: “We are proud to serve fans through a best-in-class retail experience and product assortment, enabling them to show their passion and pride for the players, teams, and the event.

“We look forward to working with the Laver Cup Organization over the coming years to elevate the fan experience at this marquee event in the tennis calendar.”

The three-day competition, which forms part of the men’s ATP Tour, pits six of the best men’s players from Europe against six leading players from the rest of the world.

The event debuted in Prague in 2017 and has since rotated destinations between Europe and the World – staged in Chicago in 2018, Geneva (2019), Boston (2021), London (2022), and Vancouver (2023).

San Francisco in the US was recently chosen as the host city for the 2025 edition.

The deal with the Laver Cup adds to Fanatics’ vast portfolio of sports partnerships.

The firm has tie-ups with more than 900 major sporting organizations around the world, including European soccer clubs Chelsea, Paris Saint-Germain, AC Milan, Inter, and Atletico Madrid, UEFA, the English Football Association, the International Olympic Committee, NFL, NBA, NHL, MLB, and Formula 1.

Fanatics’ international presence has grown significantly in recent years, with the company now operating more than 80 offices.