ATP Signs Global Multi-Year Partnership with Investment Firm EQT

The ATP has officially signed a multi-year partnership with leading global investment organisation EQT, establishing the firm as the first official private markets partner of the ATP Tour through 2030.

The corporate alliance represents EQT’s first global sports sponsorship, launching at a strategic period of international expansion and product diversification for the investment institution.

As the world’s largest private markets firm outside the United States, EQT manages assets across private equity, infrastructure, and real estate, maintaining a core operational focus on active ownership and long-term value creation. The multi-year agreement directly coincides with EQT’s global brand relaunch, titled “Better Never Ends,” which strategically links the firm’s philosophy of continuous financial improvement with the athletic pursuit of progress defining professional tennis.

Commenting on the partnership, ATP Chairman, Andrea Gaudenzi, said: “The scale of this partnership and its global footprint reflect EQT’s commitment to the ATP Tour.

“It’s an exciting moment for both organisations and another step in our focus on working with brands that share our values and are invested in the long-term future of tennis.

“EQT is a natural fit, with a shared emphasis on long-term performance, active growth and sustainable value creation for players, fans and commercial partners,” he said.

Expressing his enthusiasm, EQT’s Managing Partner & CEO, Per Franzen, added: “An ever-larger share of value creation in the global economy is happening in private markets, and individual investors want access to that opportunity.

“As the largest private markets firm outside the U.S., EQT has both the scale and responsibility to help make that a reality.

“That is why we decided to partner with the ATP, which has the right platform to build EQT’s brand recognition among our target audiences around the world.

“We are proud to partner with an organization that, like EQT, is defined by long-term thinking, high performance, and a truly global ambition,” Franzen said.

By securing a designated presence on the ATP Tour, EQT aims to build global brand recognition among high-value audiences and broaden individual investor access to private market opportunities. The partnership fits into the ATP’s broader commercial strategy to develop deeper, multi-market corporate sponsorships that drive sustained financial growth and deliver commercial value across the entirety of the Tour.

Platinum Activation and Media Reach

As an official Platinum Partner, EQT will deploy a comprehensive activation programme across the ATP Masters 1000, ATP 500, and ATP 250 tournaments throughout the global season, connecting with a massive media audience of more than one billion tennis fans.

The commercial assets included within the transaction feature high-impact on-court brand visibility, premium corporate hospitality access, and targeted stakeholder engagement opportunities across key international financial hubs.

The partnership will also create specialised opportunities for players to participate in partner-led corporate moments, systematically integrating the sport’s leading athletes into EQT’s worldwide brand campaigns.

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