Mercedes-AMG PETRONAS F1 Team Strikes Landmark Global Partnership with PepsiCo From 2026

The Mercedes-AMG PETRONAS F1 Team has announced a major multi-year global partnership with PepsiCo, bringing three of the company’s powerhouse brands — Gatorade®, Sting®, and Doritos® — into Formula 1 from 2026 onwards. The deal builds on PepsiCo’s growing engagement in F1 and marks the first time the three category-leading brands will jointly partner with a Formula 1 team.

The alliance places PepsiCo at the centre of F1’s continued commercial boom, integrating the brands across Mercedes’ high-performance operations, fan experiences, and global activations. With F1 experiencing a rapid expansion in younger audiences and key emerging markets, the partnership aligns with PepsiCo’s ambition to strengthen its presence in high-growth sports and entertainment categories.

A key pillar of the partnership is Gatorade’s entry into the F1 paddock for the first time. With over six decades of hydration science and the support of the Gatorade Sports Science Institute (GSSI), the brand will contribute to Mercedes’ driver conditioning and race-day performance — an increasingly critical area given the intense physical demands of the sport. Drivers can lose up to 4 kilograms during a race, making optimized hydration essential. Gatorade will develop a fully customised hydration strategy for the team, aiming to deliver marginal gains where milliseconds matter.

The collaboration will also spotlight the team’s driver pairing — George Russell and rising talent Kimi Antonelli — who represent two generations of F1 excellence. Through behind-the-scenes content, global activations, and fan engagement initiatives, the drivers will help bring the combined energy of Gatorade, Doritos, and Sting directly to fans around the world.

Sting®, the market-leading energy drink in India, Pakistan, Vietnam, and Egypt, enters the partnership with strong relevance across regions where both F1 and Mercedes are rapidly expanding. The brand’s bold, youth-driven identity will translate into high-energy race-weekend activations, strengthening F1’s growing connection with Gen Z audiences.

Doritos® will leverage global activation rights to infuse F1 race weekends with its signature boldness. Through culturally driven campaigns and trackside fan experiences, the brand aims to mirror the adrenaline and tension of Grand Prix racing, bringing its distinctive flavour-led identity into the sport.

Eugene Willemsen, CEO, International Beverages at PepsiCo, described the collaboration as uniting “performance, energy, and flavour”:

“Through Gatorade, Sting and Doritos, we’re inside the culture of the sport, fuelling both the athletes and the fans who live for the thrill of F1. Partnering with Mercedes-AMG PETRONAS F1 Team reflects our shared commitment to performance, innovation, and excellence.”

Toto Wolff, Team Principal & CEO of Mercedes-AMG PETRONAS F1 Team, highlighted the strategic fit: “They align perfectly with our ethos of chasing ultimate performance through innovation and excellence. Gatorade’s expertise, Sting’s youthful energy, and Doritos’ cultural relevance each bring something unique.”

Richard Sanders, Chief Commercial Officer, added: “Their expertise helps us deliver outstanding experiences for guests and fans at the track and beyond — adding real value to how we operate daily and how we connect globally.”

The PepsiCo–Mercedes-AMG PETRONAS F1 partnership stands out as one of the most comprehensive cross-category sponsorships entering Formula 1 in recent years. By combining performance science, youth energy, and cultural resonance, the deal positions both organisations to deepen engagement with F1’s surging global audience and elevate the race-weekend experience.

IMG and Royal Dutch FA Seal Long-Term Media Rights Partnership for Women’s Football

The Royal Dutch Football Association (KNVB) has announced a long-term agreement with global sports marketing agency, IMG, to distribute the international media rights across its women’s football league and men’s domestic cup competitions, through to 2030. The agreement includes all international territories outside the Netherlands.

IMG will partner with the KNVB to represent the media rights for the Eurojackpot Women’s Eredivisie, Men’s Eurojackpot KNVB Beker (Dutch Cup) and Johan Cruyff Shield (Super Cup). It also includes matches for the Dutch Women’s National Team that take place in The Netherlands.

The agreement expands IMG’s relationship with Dutch football, following the extension of its partnership with the Eredivisie to distribute the international media rights for the Netherlands’ top-flight professional football league and provide global advisory services to grow the league and its brand around the world. IMG has represented the Eredivisie’s international media rights for more than 20 years, expanding its reach to 142 countries and territories through 35 broadcast partners.

Dave Dekker, Commercial Director, KNVB: “We are proud to announce our new partnership with IMG, a trusted leader in sports and media. This collaboration reflects our confidence in IMG’s ability to help elevate both men’s and women’s football on the global stage. Together, we aim to engage and inspire a growing international fanbase, showcasing the excitement and quality of Dutch football to audiences worldwide. This partnership marks an important step in our ongoing efforts to strengthen our international presence and drive the future growth of the game. Together we colour the world orange.”

Robert Klein, SVP & Managing Director, Football, IMG, added: “We are delighted to partner with the KNVB at an exciting moment for Dutch football, with the Dutch Women’s National Team in action against Portugal this evening and the Dutch Cup fixtures approaching. Dutch football has a proud heritage, and IMG is uniquely positioned to help expand the global visibility and growth of these competitions. We look forward to working closely with the KNVB to bring the game to new heights.”

West Ham United and OddBalls sign a new underwear licensing agreement

West Ham United and OddBalls have announced a licensing agreement which will see them collaborate on a wide range of Men’s and Women’s Club branded underwear.

OddBalls will launch a full range of boxers, briefs and bralettes. All products launched will feature unique West Ham United branded designs which tie in with OddBalls’ colourful and unique products.

Formed in 2014, OddBalls’ colourful prints and top-quality underwear products were designed to shake up the underwear market. During that time OddBalls have raised over £1,000,000 for a wide range of charities, and each pair has a testicular cancer ‘Check Yourself Guide’ printed on the back of the pack.

10% of net sales from all West Ham United x OddBalls products sold will be donated to DT38, the charity which honours the life and legacy of Dylan Tombides, the gifted West Ham United and Australian international footballer, who tragically passed away in 2014 at the age of 20 after a three-year battle with testicular cancer. In Dylan’s memory, the DT38 Foundation was established by his mother, Tracy, and the Tombides family.

As an official charity partner of West Ham United, DT38 works to educate young men about testicular cancer, encourage self-checking, and promote best practice in diagnosis – all with the aim of reducing late detection and saving lives.

Speaking on the launch of West Ham United OddBalls products, DT38 Founder and CEO Tracy Tombides said:

“DT38 continue to recognise the strong support from West Ham United with their upcoming collaboration with OddBalls. With DT38 receiving 10% of the revenue from sales of this collaboration we are able to steadily increase our demand for resources that go hand in hand when we partner in the community to educate and raise awareness of testicular cancer.”

“By supporting this collaboration, DT38 can continue its mission to save lives through Dylan’s story and legacy by focusing on early detection and getting that message out there that delay is deadly – get educated.”

Dylan’s former teammate and Club Ambassador Matt Jarvis said: “Dylan was a great footballer, teammate, but most importantly an amazing person and I think it’s brilliant to see the Club continue to honour his legacy by collaborating with OddBalls. Anything that raises awareness on testicular cancer, encourages early detection and ultimately saves lives is vitally important, it’s amazing to see a percentage of funds raised go directly to DT38 to support their life saving work.”

Matthew Gibson, Head of Partnerships & Licensing at OddBalls commented: Everyone at OddBalls is delighted to see the launch of official West Ham United X OddBalls underwear! Both brands share a passion for top-quality products and great causes, so it’s a perfect fit!

10% of sales will go to the DT38 Foundation, one of West Ham’s principal charities that raises awareness of testicular cancer and its diagnosis. We’re looking forward to keeping people comfy – and checking themselves – this Christmas, and for a long time to come.

Flashscore CPO Tomáš Pondělík: “Why Sports Apps Must Evolve to Keep Pace With Fans’ Demands”

You were previously at Sky Betting & Gaming and William Hill. How does that experience compare to working at Flashscore, a live scores app with an affiliate model?

My earlier roles were primarily in gaming. At William Hill, I worked between sportsbook and gaming, focusing on shared modules such as navigation, user accounts, payments, analytics, and cross-sell—basically how to move users from betting to gaming. This understanding of which bets and promotions drive acquisition and cross-sell is very transferable. It’s also relevant because bookmakers now increasingly offer basic scores services. It’s not directly competitive, but it does gently push us to expand the information we provide—such as adding more valuable, personalised notifications. The contacts I built in Gibraltar and the UK also help align our roadmap with our key partners—especially ahead of major events like next year’s World Cup.

Is the line between results services and bookmakers becoming blurred?

From a broader view, I see the two as complementary. Live score platforms help with acquisition, branding, and audience growth. Similar examples include LiveScore feeding into LiveScore Bet, or FanDuel using fantasy sports as its base for converting users into bettors.

What inspired Flashscore to launch the Follow Player feature?


It was driven by multiple factors: user feedback, competition, and our persona research. Two of our five core personas are younger audiences more interested in players than teams. The market is also shifting—more people track individual athletes. Follow Player adds a new engagement layer by feeding users into Player Match Stats and improving retention. We’ve had this feature planned for years, and now it aligns with our strategic vision. This October we’re adding basketball and ice hockey, making Follow Player a true multi-sport experience.

How will Follow Player change fan engagement?


One major change is the introduction of new notification types. This year we’ll add transfer notifications. Next year, we’ll launch news notifications, giving users a full 360-degree view of their favourite players.

Any insights from early adoption?


Over 1 million users already use the feature. On average, each user follows around five players. Globally, Ronaldo leads as the most followed, then Messi, Mbappé and Neymar.
We’re also seeing strong adoption of national players within local leagues, which shows it’s not just a team-substitute but a deeper personalisation tool.

Will retired players like Ronaldo remain in the app?

Yes. Retired players will still have news notifications. And honestly, with Ronaldo, I’m not sure he’ll ever retire!

Where do you see Flashscore in the next two to three years?

We’ll continue being the easiest place to follow live sport. Our focus is quality data, strong pre-match and live coverage, and tailoring depth based on user preference—simple by default, complex on demand.
Football remains the priority due to next year’s World Cup, but we’ll expand deeper into tennis, basketball, and ice hockey. We also want to broaden content types and make notifications smarter.

On monetisation—does the affiliate model remain the core?

Affiliate remains our primary revenue stream, though regulations are changing.
This year we launched Flashscore+, our ad-free experience—faster and cleaner. We’re also expanding into non-betting partnerships, such as our recent successful collaboration with DAZN for the Club World Cup.
Even with ads, our goal is that everything feels native and seamless within the product.

India To Host the Commonwealth Games in 2030

Amdavad, India has been formally ratified as the host of the Centenary Commonwealth Games in 2030, marking a historic moment for the Commonwealth Sport Movement.

The decision confirms that the world’s most populous nation will stage the landmark edition of the Games, after delegates of the 74 Commonwealth member nations and territories ratified India’s bid at the Commonwealth Sport General Assembly in Glasgow.

India presented a compelling vision for the 2030 Games, centred in the Gujarat city of Amdavad (Ahmedabad), which will build on foundations laid by Glasgow 2026, enabling India to celebrate the centenary in style.

Moments after Amdavad was announced as hosts of the 2030 Commonwealth Games, 20 Garba dancers and 30 Indian dhol drummers burst into the General Assembly Hall, surprising delegates with a rich cultural performance that provided a taste of the heritage and pride that Athletes and fans can expect from a Games hosted in the Indian state of Gujarat.

Garba is a dance that originated in Gujarat and the performance featured members of Glasgow’s Indian community, and those from other parts of the Commonwealth, in a show of both diversity and unity across the Movement to start the journey from the Glasgow 2026 Commonwealth Games to the Centenary edition.

The first Commonwealth Games were held in 1930 in Hamilton, Canada. Australia topped the medal table at the most recent Games, staged in Birmingham, England, in 2022, with the rest of the top five made up of England, Canada, India and New Zealand.

The Sports Programme

In addition to confirming the hosts for 2030, Commonwealth Sport also confirmed that 15 – 17 sports will feature at Amdavad 2030. The Amdavad 2030 team will work closely with Commonwealth Sport and the International Federation community to shape a dynamic and exciting sport programme with strong local resonance and global appeal.

This will follow Commonwealth Sport’s recently concluded Sport Programme Review which outlines the sports which will feature at the Commonwealth Games: Athletics and Para Athletics, Swimming and Para Swimming, Table Tennis and Para Table Tennis, Bowls and Para Bowls, Weightlifting and Para Powerlifting, Artistic Gymnastics, Netball and Boxing.

The process to finalise the remainder of the programme will start next month, and the full Centenary Games line-up will be announced next year.

The sports under consideration are: Archery, Badminton, 3×3 Basketball and 3×3 Wheelchair Basketball, Beach Volleyball, Cricket T20, Cycling, Diving, Hockey, Judo, Rhythmic Gymnastics, Rugby Sevens, Shooting, Squash, Triathlon and Para Triathlon and Wrestling.  The host can also propose up to two new or traditional sports.


Duncan Scott, multiple Commonwealth Champion swimmer, said: “The Commonwealth Games are a special part of my career. Taking part in a home Games is incredible, so I’m excited for Indian Athletes who’ll get to do that in 2030. And for everyone else we’ve got an opportunity to expand our horizons and experience the ambition and colour of Amdavad and India. I loved the chance to compete in the Gold Coast in Australia as part of a travelling Team Scotland.

“We look forward to handing over the Games to Amdavad in great shape after welcoming all to Glasgow next year.”

Jaismine Lamboria, World Champion boxer from India, said: “It truly is a proud moment to see India become the host of the Centenary Commonwealth Games. Amdavad will give Athletes and fans a very warm and vibrant welcome, and having the opportunity to compete on home soil in 2030 will be a huge motivation for me and for many others. I’m excited for the next decade for Indian sport.”

SPECTATR.AI Wins ‘Sports Technology of the Year’ at The Sports Business Awards 2025 in London

In a landmark achievement that cements its position among the global leaders in sports innovation, iSportConnect partner SPECTATR.AI has been named the winner of the prestigious “Sports Technology of the Year” award at The Sports Business Awards 2025.

The accolade recognises organisations that are redefining the future of sports through innovation, impact, and transformative technology. For SPECTATR.AI, the honour marks a significant milestone in a journey that began with a bold vision to democratise sports media creation through AI-powered solutions.

What started as an ambitious idea has now evolved into one of the industry’s most celebrated technologies — a platform delivering real-time sports content at exceptional speed and scale. Judges at the 2025 Sports Business Awards praised the company’s breakthrough capabilities, calling SPECTATR.AI:

“Extremely impressive and driving exceptional growth in fan engagement as a result. The speed of the output is what impresses me most, powered by complex AI under the hood.”

Another judge noted the platform’s inclusivity-focused impact, adding:“Good use of AI and great solution for smaller, capacity-challenged rights holders in particular.”

A Victory Rooted in Vision and Innovation

Founded by Richa Singh and Rishabh Bhansali, SPECTATR.AI was built on the belief that next-generation AI can unlock new opportunities for sports organisations of all sizes — enabling fairer, more inclusive access to high-quality content creation.

Reacting to the win, the founders shared: “We have always believed in our tech’s ability to open doors and create fair, inclusive opportunities across the world of sports. Winning this award brings us immense gratitude and genuine happiness. With renewed optimism, we remain committed to empowering sports organisations of every size through next-generation AI that unlocks new possibilities for fan engagement, growth, and revenue.”

Partners and Team at the Core of Success

The company credited its partners for their role in driving this success, noting that their trust fuelled SPECTATR.AI’s bold approach to innovation.

Equally, the founders emphasised that the team behind SPECTATR.AI remains the heartbeat of every breakthrough achieved, reflecting a culture rooted in ambition, resilience, and excellence.

Raising the Bar for Global Sports Technology

The award arrives at a pivotal moment for the sports tech ecosystem, as federations, broadcasters, clubs, and emerging rights holders increasingly seek automated, scalable solutions to meet the soaring demand for real-time digital content.

SPECTATR.AI’s rapid rise demonstrates how AI and sports media are converging faster than ever — and how technology has become central to shaping future fan experiences.

Women’s Premier League Onboards Commercial Partners Like Bisleri, ChatGPT, CEAT among others

The Board of Control for Cricket in India (BCCI) has onboarded new commercial partners for the upcoming editions of the TATA Women’s Premier League (WPL). The new agreements, collectively valued at Rs. 48 crore, will cover the 2026 and 2027 seasons and further strengthen the commercial ecosystem of the world’s biggest women’s cricket league.

For the next two seasons, ChatGPT and Kingfisher Packaged Drinking Water join the WPL as Premier Partners, marking one of the most significant commercial expansions and reflecting a powerful endorsement of the league’s remarkable surge in popularity and strong appeal among leading global and Indian brands.

Strengthening a trusted partnership since the inaugural season, CEAT continues its association as the Strategic Time-Out Partner, while Bisleri joins the league as the Beverage Partner.

With these additions, the TATA WPL’s commercial lineup is as follows:

Existing Partners

  • Title Partner: TATA Group
  • Premier Partners: Sintex, Herbalife
  • Strategic Time-Out Partner: CEAT (renewed)

New Partners (2026–27)

  • Premier Partners: ChatGPT, Kingfisher
  • Beverage Partner: Bisleri

About the New Partners

ChatGPT
ChatGPT is OpenAI’s AI-powered conversational assistant that understands and responds to people in natural, human-like language. It can generate text, speech, and images in response to user prompts.

Kingfisher Premium Packaged Drinking Water
United Breweries Limited has been a proud part of India’s growth story for over a century and has a wide portfolio of iconic beverages, shaping how the nation celebrates Good Times.

CEAT
A trusted and long-term partner, CEAT is one of India’s leading tyre manufacturers. Known for performance, mileage, and fuel efficiency, CEAT continues its commitment as the league’s Strategic Time-Out Partner.

Bisleri
Bisleri, one of India’s most trusted and loved packaged drinking water brands in India,has been at the forefront of championing the narrative on hydration and sports.

Mr Mithun Manhas, President, BCCI, said: “The WPL has emerged as one of the most impactful sporting properties globally, and the confidence shown by leading international and Indian brands is a strong endorsement of its remarkable growth. The retention and onboarding of our new partners reinforces the league’s modern, progressive vision and its expanding commercial appeal. We look forward to working closely with all our partners to elevate the WPL to even greater heights in the coming seasons.”

Mr Devajit Saikia, Honorary Secretary, BCCI, said: “The league is built on a vision of excellence, opportunity, and world-class sports entertainment. Our new partners bring exceptional value and diverse strengths to this ecosystem. From global leaders in AI, manufacturing and beverages to trusted Indian consumer brands, this partnership mix will play a critical role in shaping the fan experience and supporting the growth of women’s cricket.”

Mr Jayesh George, Chairperson, WPL, said: “The WPL continues to redefine what women’s sport can achieve, both on and off the field. The addition of esteemed partners such as ChatGPT, Kingfisher and Bisleri brings immense value to our ecosystem and reflects the league’s strong connection with a new generation of fans. The renewal of CEAT as the Time-Out partner is a testament of the value the WPL has extended to the commercial partners. These collaborations will play a pivotal role in driving the long-term growth of women’s cricket.”

Saudi Fund for Development and FIFA join forces to provide financial support for sports infrastructure in developing nations

FIFA and Saudi Fund for Development have signed a Memorandum of Understanding signed to support developing nations and their respective FIFA Member Associations (MAs), with a focus on countries with clear strategies to harness sport for national development

Up to USD 1 billion in concessional loans to be allocated by the Saudi Fund for Development (SFD) to finance the construction or the enhancement of FIFA-certified stadiums and essential surrounding infrastructure

Partnership aims to advance sustainable development by promoting social inclusion, youth empowerment, and economic opportunity through sport.

Unlocking the potential of sports to drive economic and social development, the Saudi Fund for Development (SFD) and FIFA have signed a Memorandum of Understanding (MoU) to allocate up to USD 1 billion in concessional loans for the construction and rehabilitation of sports stadiums and essential surrounding infrastructure in developing countries around the world.

The agreement underscores a shared commitment to support developing nations in strengthening their sports ecosystems as part of broader efforts to advance social and economic development. The programme will prioritise developing nations and their respective FIFA Member Associations (MAs), helping them invest in facilities that drive growth, create opportunity, and inspire participation at every level.

This commitment is backed by compelling evidence of sport’s economic impact as independent reports estimate that the global sports economy contributes nearly 2 percent of world gross domestic product, underscoring its growing role as a driver of employment, tourism, and community development. With 211 MAs worldwide, the gap between nations with world-class facilities and those without remains wide.

This partnership seeks to support national governments in designing, financing, and building modern multi-sport venues that meet international standards and serve as hubs for community life, education, and inclusion. The new facilities will create jobs, stimulate local businesses, and strengthen social cohesion by giving young people safe and modern spaces to convene, train and compete.

Through these concessional loans, SFD and FIFA will actively collaborate with national authorities to deliver projects that contribute to long-term economic resilience and local capacity building. The initiative will also act as seed financing to attract other development institutions, private-sector partners, and regional organisations, creating a scalable model for sustainable sports development across emerging economies.

Sultan bin Abdulrahman Al-Marshad, CEO of the SFD, said: “Sport is more than competition—it’s a catalyst for development and inclusion. Through concessional financing, we are helping countries build the infrastructure they need to unlock potential, empower young people, and strengthen communities for generations to come.”

Gianni Infantino, President of FIFA, added: “FIFA’s role is to develop football worldwide, and many of our FIFA Member Associations need additional support for the infrastructure necessary to host competitions. Through this memorandum of understanding with the Saudi Fund for Development, up to USD 1 billion will be made available via concessional loans to finance the construction and enhancement of FIFA-certified stadiums. This agreement is a crucial step in ensuring our FIFA Member Associations have the facilities to make football truly global.”

For the SFD, this partnership is elevating sport infrastructure as a core component of its development agenda, recognising the sector’s unique ability to generate employment, boost tourism, promote health, and strengthen community ties. Building on over five decades of impact—supporting more than 800 development projects worth over USD 22 billion across 100 countries—SFD continues to drive sustainable growth through development financing and projects that improve lives and foster lasting prosperity.

FIBA signs innovative global apparel partnership with FOURTEEN for 3×3 Basketball

FIBA has announced a new partnership with premium Swiss sportswear brand FOURTEEN to serve as the official apparel supplier for all FIBA’s 3×3 basketball global events.

Launching for the 2026 season, the innovative collaboration will see players kitted out in world class specific 3×3 basketball apparel that perfectly reflects the fast-paced action and urban culture, balanced with the FOURTEEN brand’s renowned Italian style.

This partnership represents a truly innovative step, driven by a shared ambition to co-create apparel that is specifically designed and tailor-made for 3×3 basketball players. Rooted in the sport’s outdoor arenas, its urban identity, and its fast pace, the collaboration ensures the new gear is purpose-built for elite 3×3 basketball: light, responsive, and engineered for peak performance in the dynamic, high-speed environments where the game thrives.

Built on a foundation of Swiss precision, FOURTEEN apparel utilizes cutting-edge technology and the highest quality materials to ensure optimal performance and comfort for players competing at the elite level.

The rapidly expanding brand is already trusted by leading organizations around the world, including the F閐閞ation Camerounaise de Football (FECAFOOT), Swiss Basketball Federation, runners-up at the FIBA 3×3 World Cup 2025, Swiss Tennis Federation, Czech Tennis Federation, as well as several basketball academies and an increasing number of elite clubs and international events.

To celebrate and mark the launch of the innovative partnership, FIBA will also work closely with FOURTEEN on a range of limited-edition 3×3 basketball apparel that will be presented directly to players.

FIBA 3×3 Managing Director, Alex Sanchez commented: “We are excited to be partnering with a company like FOURTEEN, since there’s a naturally strong synergy with FIBA 3×3 competitions and players.

“We’re also thrilled to be collaborating with a brand that shares our commitment to innovation and excellence, as we launch a new era of premium apparel for FIBA’s 3×3 basketball players worldwide.”

CEO & Founder of FOURTEEN, Andrea Picciau, added: “This partnership with FIBA for 3×3 basketball marks a true milestone for FOURTEEN and highlights our commitment to high-performance sport.”

Partnering on a game defined by speed, style, and attitude gives us the opportunity to bring our unique blend of Swiss precision and Italian style to support these exceptional 3×3 athletes in their push to new heights.

ATP & Nitto Denko Corporation Extend Landmark Partnership Through 2030

The ATP and Nitto Denko Corporation have announced a multi-year extension of their highly successful partnership. Nitto will continue as Gold Partner of the ATP Tour through 2030, and Title Partner of the Nitto ATP Finals, ATP’s season-ending event.

As Title Partner of the Nitto ATP Finals since 2017, Nitto has been instrumental in elevating the ATP’s flagship tournament, set to take place in Italy for the next five years. Over the past eight editions, Nitto has helped welcome more than a million fans on site, playing a pivotal role in the event’s success – first in London, and since 2021 in Turin.

NittoThe 2025 Nitto ATP Finals trophy ceremony. Photo: Corinne Dubreuil/ATP Tour

Nitto will maintain prominent visibility across on-court and in-venue touchpoints at the event, including in the Fan Village, where fans can engage directly with the brand and the theme of sustainability.

Guided by its ambition to be a top ESG company, Nitto continues to drive innovation at the Nitto ATP Finals, pioneering a range of social and environmental initiatives. Highlights include the Nitto ATP Finals Innovation Summit, an annual conference bringing together thought leaders to explore solutions to sustainability challenges, and the Nitto ATP Finals Torino Green Project, a collaboration between Nitto, FITP, and the City of Turin, aimed at reducing CO2 emissions and promoting environmental sustainability within the host city.

Nitto has also invited children and families from U.G.I. ODV, a Turin-based charity supporting children with cancer, to attend matches and walk hand-in-hand with the players onto court.

Eno Polo, ATP CEO, said: “Nitto has been our trusted partner for almost a decade now. Their commitment to the Nitto ATP Finals has helped make it what it is today – a world-class experience for both fans and players. Their impact doesn’t stop there – they’ve fully embraced sustainability, leading the way in building an event that drives real, positive change. We’re proud to keep working with a partner equally invested in pushing our sport to new heights.”

Hideo Takasaki, Nitto President and CEO, said: “We are pleased to announce to our stakeholders the continuation of our title sponsorship of the Nitto ATP Finals. Since the inception of our partnership in 2017, we have consistently supported players striving for excellence, recognizing parallels with our own Global Niche Top™ strategy. Furthermore, the players’ bold pursuit of challenges has fostered a culture of taking on challenges within the Nitto Group, transcending organizational boundaries, and has served as a profound source of inspiration. We remain committed to drive to further growth and hope this tournament continues to deliver amazement and inspiration to fans around the world.”

Beyond the Finals, Nitto will continue to benefit from year-round brand exposure across the ATP Tour’s digital and social platforms and on-court visibility during medical timeouts through dedicated branding for ATP physiotherapists.

Further expanding its footprint in tennis, Nitto also becomes an Official Partner of the Kinoshita Group Japan Open Tennis Championships, an ATP 500 event held in Tokyo.