Men’s tennis’ top-tier ATP Tour has announced a multi-year global partnership with Austrian cryptocurrency brand Bitpanda as it continues to bolster its commercial partnerships.
The deal, which starts today, sees Bitpanda become an official partner of the ATP Tour, as well as an official partner for the tour’s ATP 500 tournaments in Munich, Halle, Basel, and Hamburg; and ATP 250 events in Stuttgart, Kitzbuhel, Mallorca, and Geneva from 2025.
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As part of the partnership, Bitpanda users will gain access to exclusive benefits throughout the ATP Tour season, including ticket giveaways, player meet and greets, and special content linked to the tournaments.
The company currently has individual sponsorship deals in place with ATP Tour tennis players Alexander Zverev, Dominic Thiem, and Stan Wawrinka.
Eric Demuth, chief executive and co-founder of Bitpanda, said: “Working together with the ATP to leverage tennis’s global popularity as one of the world’s most widely followed and respected sports organizations is the next step for Bitpanda.
“Tennis has a worldwide appeal, attracting millions of fans across the globe. With its broad reach and strong viewership, the ATP Tour offers Bitpanda a unique opportunity to increase brand visibility among an audience that closely aligns with its target group.”
The new deal comes as Bitpanda looks to boost the visibility of its brand worldwide. The company has invested heavily in sports sponsorship and has a partnership with American football’s NFL and sports streamer DAZN, as well as major soccer teams Bayern Munich (Germany), PSG (France), and AC Milan (Italy).
It has also previously had deals with the men’s and women’s Madrid Open in 2022, the Italian Rugby Federation (FIR) in 2023, covering the men’s Rugby World Cup, a sponsorship deal with tennis’ Madrid Open in 2022, and a premium sponsorship of the World Padel Tour (WPT) in the same year.
Meanwhile, the ATP has announced several commercial partnerships this year, including multi-year deals with travel and events company Quint and pet food company Purina this week.
Other commercial deals struck include a content distribution tie-up with SES, a sponsorship deal with luxury car brand Lexus, and a content tie-up deal with Overtime, among others.
Earlier this month, meanwhile, the tour announced its chief executive Massimo Calvelli would step down at the end of June after five years in charge.
