The ATP has surpassed $100 million in annual partnership revenue for the first time, after reporting a 49% increase in income generated through its central commercial agreements in 2026. The milestone represents the strongest year to date for the men's tour's partnership business, which has more than tripled in value since 2022.
The growth has been driven by a combination of new agreements and increased investment from established partners. Brands including Emirates, Infosys, Nitto, Lexus, Haier and Yokohama have maintained or expanded their involvement with the tour, with some partnerships extending back more than a decade.
New agreements with EQT and K-Swiss also contributed to this year's increase. The announcement follows a period of commercial expansion under ATP president Andrea Gaudenzi, who was re-elected for a third term in February and will remain in the position through 2028.
The latest figures come as tennis continues to attract brands looking to reach international audiences through the sport's global calendar. The ATP has increasingly focused on developing its commercial portfolio beyond traditional tournament sponsorships, with licensing, retail and player-led marketing also becoming part of its strategy.
New partnerships and commercial agreements drive growth
One of the latest additions to the ATP's portfolio is a multi-year agreement with Julius Baer, announced earlier this week. The Swiss private bank becomes the organisation's first Official Wealth Management Partner and also takes on the role of first Official Partner of the ATP Coaches Programme. The agreement will include activations at five tournaments across three continents from 2027.
The partnership follows deals with EQT and K-Swiss, the latter involving a collection of five ATP-branded tennis shoes to be distributed internationally through the sportswear company's channels and the tour's own retail platforms.
The ATP established a dedicated Licensing and Retail team within its central business division in 2025, opening another source of commercial income. Its wider efforts have also included developing digital and social media audiences, improving tournament infrastructure and giving partners more opportunities to reach fans through player-focused content.
The tour's global calendar allows brands to activate partnerships across different markets, while its digital platforms provide additional opportunities to measure audience reach and engagement. These elements have become increasingly important as sports properties compete for investment from international companies.
ATP Chief Business Officer Daniele Sano said the growth had been driven by both new agreements and increased contributions from longstanding partners. He also highlighted how the revenue is distributed across the circuit.
"Since 2022, we have more than tripled our partnership revenues through a combination of new agreements and increased investment from longstanding partners. This success is providing benefits across the Tour."
"Many of our central partnerships include on-site rights at ATP tournaments, and more than 70% of partnership revenues are paid to tournaments for the rights and activation they provide to our partners," Sano added in the statement. "Our new partnership with Julius Baer adds further momentum and we remain confident in our outlook as we target a further double-digit increase in partnership revenues in 2027."
ATP reports $250 million invested in tennis since 2022
According to the organisation, more than 70% of central partnership revenues are paid to tournaments in exchange for the rights and promotional activities they provide. The ATP also estimates that a quarter of a billion dollars has been invested in the sport through tournaments and players since 2022.
The latest results provide a new benchmark for the tour's commercial operations, but the organisation is already targeting further growth. It expects partnership revenues to increase by another double-digit percentage in 2027, with the Julius Baer agreement and other commercial initiatives set to contribute to that ambition.
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The figures offer an indication of how the ATP's business has expanded in recent years, although the $100 million milestone specifically concerns central partnership revenues rather than the total income generated across the entire tour.
The announcement comes just one week before the ATP Finals get underway in Turin, where players will compete for a record prize pool of $15,750,000, representing a 2.11% increase on the previous year. Despite the absence of two-time defending champion Jannik Sinner due to injury, the Italian city will welcome eight of the biggest names on the ATP Tour, led by world No. 1 Alexander Zverev and seven-time Grand Slam champion Carlos Alcaraz.
Cristhián AvilaTennis Journalist
Cristhián Ávila is a tennis journalist based in Santiago, Chile, and has been part of the TennisUpToDate team since early 2023. He covers the ATP and WTA Tours as well as all four Grand Slams, producing breaking news, match reports, analysis, and regular liveblogs from major tournaments.
His reporting combines statistical analysis with clear explanation, helping readers understand tactical developments, player form, and broader storylines across the tour. Working fluently in both Spanish and English, Cristhián collaborates with an international editorial team and contributes to comprehensive global coverage. As part of his work, he has conducted interviews and media interactions with leading figures in the sport, including Caroline Wozniacki and John McEnroe.
In his journalism, Cristhián places strong emphasis on careful sourcing, editorial accuracy, and updating articles promptly when new, verified information becomes available. His coverage is grounded in research, context, and direct engagement with professional tennis.
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