The Public Investment Fund (PIF) along with the Association of Tennis Professionals (ATP) have announced a groundbreaking long-term strategic alliance aimed at advancing the worldwide tennis landscape for athletes, enthusiasts, event coordinators, and all sport-related entities.
This pivotal collaboration positions PIF as the premier naming sponsor for the ATP Rankings, heralding athletes’ seasonal achievements and spotlighting the pinnacle of success as the Year-End No. 1, an honor presented by PIF, during the Nitto ATP Finals set in Turin, Italy through to 2025.
Moreover, PIF will align with ATP Tour competitions in locations including Indian Wells, Miami, Madrid, Beijing, and the Nitto ATP Finals, as well as the Next Gen ATP Finals situated in Jeddah until 2027. In alignment with the earlier introduction of the ATP’s Baseline initiative, PIF has pledged to foster and unveil fresh avenues for burgeoning talent and career development programs, thereby energizing the sport’s emerging luminaries.
This collaboration is a cornerstone of PIF’s expansive endorsement strategy, focusing on investment in individuals, initiatives, and partnerships grounded in its core principles of diversity, sustainability, youth empowerment, and technological innovation.
In a collective effort, PIF and ATP are set to enhance the sport’s long-term prospects. PIF will play a proactive role in supporting the ATP’s OneVision Strategic Plan, aimed at fostering unity among stakeholders, enriching the spectator experience, and capitalizing on scalable growth prospects within tennis.
Massimo Calvelli, CEO of ATP, remarked, “This strategic alliance with PIF signifies a landmark advancement for tennis. It embodies our mutual pledge to drive the sport’s future forward. With PIF’s focus on nurturing upcoming talent, promoting innovation, and ensuring broad-based opportunities, we are on the cusp of an era of unprecedented progress.”
Mohamed AlSayyad, Corporate Brand Head at PIF, stated, “As we broaden our sponsorship portfolio, our dedication to ‘Invested in Better’ continues to guide us. Our partnership with ATP stands as a testament to PIF’s role as a driving force in the global tennis arena, aiming at talent development, inclusivity, and sustainable innovation. This strategic relationship is in perfect harmony with our overarching goal to ameliorate lifestyle standards and spearhead sporting transformation both within Saudi Arabia and globally.”
Tennis is on a rapid ascent as a major sport within Saudi Arabia, evidenced by a 46% rise in registered players from 2019 to 2023. Through this collaboration with ATP, PIF aims to further cultivate tennis opportunities for Saudi youth, including through cutting-edge facilities, professional coaching, and an improved athlete development pathway in Saudi Arabia.
