SPORTFIVE will become Kosmos Tennis’ exclusive media rights agency across most of Asia for the next three Davis Cup finals.

The partnership will involve the global sports marketing agency being responsible for the sale of media rights for the Davis Cup until 2024 and the Davis Cup qualifiers in 2023 and 2024.

The deal covers all Asian markets except China, Japan, Kazakhstan and Singapore and marks one of the first agreed-upon deals by Kosmos since it acquired the Davis Cup rights.

Kosmos took commercial control of the team tennis competition in 2018 after the investment group struck a 25-year agreement with the International Tennis Federation (ITF) valued at USD$3 billion (AUD $4.22 billion).

The group has since reformatted the event on several occasions, with its most recent change being the re-shuffle of group events in the cup’s schedule.

Pay television broadcaster, ‘beIN Media Group’ previously held the Davis Cup and the women’s Fed Cup rights between 2015 and 2021.

Sportfive president of media, Thomas Klingebiel, said the marketing agency is eager to grow its relationship with Kosmos Tennis.

“We are excited to extend our partnership… we believe the international fanbase of the Davis Cup has significant growth potential and, together with Kosmos Tennis, we can expand the footprint of this prestigious competition in Asia and elevate it to new heights,” Klingebiel said.

Kosmos Tennis managing director, Enric Rojas said the organisation is happy to have appointed Sportfive for the promotion of the Davis Cup.

“We are pleased to have Sportfive, a renowned global organisation with a proven track record and know-how in developing mutually beneficial partnerships with long-term value, on board as our partners in spearheading the media rights in Asia for the Davis Cup,” Rojas said.

In October 2021, The Davis Cup and Kosmos Tennis also partnered with blockchain fan engagement platform, Socios, to release the Davis Cup fan token.

In addition to its expansion into the tennis world, Socios.com has also scored in the Major Soccer League (MSL) after having secured partnerships with 26 MSL clubs.